VOIP服务作美国用户调查之报告英文

1、AT&T Proprietary InformationVoIP PR Research:Public Opinion on VoIPAT&T Customer Insights Group January, 2004AT&T Proprietary Information The goal of this study, commissioned by the AT&T Customer Insights group was to measure consumer awareness, perceptions and interest in VoIP.The I

2、psos-Insight Phone Omnibus was used to field these questions among a broadly representative sample of households. A total of 1001 consumers were interviewed between January 16 through January 18, 2004.Ipsos-Insight is a multi-client phone study. The questionnaire includes questions in various non-co

3、mpeting topics, and all clients share in the demographic and classification data provided. A sample of 1,000 nationally representative households are contacted. The length of the phone interview is approximately 15 minutes.The sample includes households with and without internet access at home. Back

4、ground2AT&T Proprietary InformationSummary of FindingsAwareness of the concept of VoIP, while broad is also diffuse and highly dependent on the terminology used to described the idea of a phone service offered via the Internet.Nearly three quarters of consumers have heard of VoIP service, primar

5、ily referred to as Broadband Phone Service or Internet Telephony (see p.6 For breakdown of terms used to assess VoIP awareness).One quarter of consumers believe some of their standard calls have traveled over the Internet. AT&T is well positioned to become a leader in offering the service.Most c

6、onsumers would be likely to purchase the service from an established company.While half the consumers interviewed do not have any company they associate with VoIP, AT&T received the most mentions at 17%. Given the higher technology association, VoIP is seen as somewhat more appropriate for busin

7、ess use at this time versus use for consumers.The key benefit of VoIP is seen to be a lower price for phone service.Meanwhile, a chief barrier is losing service during a power outage. Limited handling of 9-1-1 calls and the inconvenience of switching to a cable or DSL ISP service to access VoIP are

8、also concerns.3AT&T Proprietary InformationSummary of FindingsCurrent VoIP usage is low, but it is poised to grow given the positive reception it is receiving across various consumer types.About 6% of consumers aware of the technology report presently having VoIP service at home, which translate

9、s to about 4% of the total population. These users tend to profile similarly to national averages (males/females with a mean age of 42), although they over-index on Hispanic ethnicity and are less likely to be Caucasian. They are heavier Internet and phone users. Two-thirds of non-users aware of VoI

10、P will consider using the service in the next year. Non-users interested in VoIP differ slightly in that they are more predominantly Caucasian. In contrast, those disinterested in VoIP tend to be older, female, and spend less on their phone service.VoIP is seen as a replacement for the primary phone

11、 by 63% of consumers interested in the service.Consumers are aware that this technology is on its way, and there is great excitement surrounding VoIPNearly 50% believe communications will move to the internet within the next 2 years.Approximately 2 of 3 people believe VoIP will change the way people

12、 communicate.A majority of consumers expect VoIP to make an impact in their lives similar to popular advances such as digital music or flat screen TVs.4AT&T Proprietary Information DETAILED FINDINGS5AT&T Proprietary InformationAlmost three-quarters of households have some awareness of VoIP a

13、s a concept, mostly when it is described as Internet Telephony or Broadband Phone Service.18%27%54%60%74%19%68%0%10%20%30%40%50%60%70%80%90%100%Voice OverIPVoice OverInternetProtocolInternetTelephonyBroadbandPhoneServiceAware ofAny VoIPTermWi-FiDSLAwareness of VoIP Terminology (n=1,001)There are a n

14、umber of advancements happening in the telecommunications industry today. We would like to ask if you have heard of any of the following terms 6AT&T Proprietary InformationOne quarter of consumers believe some of their standard calls in the past have traveled over the Internet. Most consumers aw

15、are of VoIP are unsure if it is presently available in their area.Belief in Past Internet Calling and Availability of VoIPBelieve VoIP is Currently Available in Home Area(among those aware of VoIP, n=741)Yes24%No66%Dont Know10%Believe Standard Phone Calls have Traveled Over the Internet in the Past(

16、n=1001)Yes31%No20%Dont Know49%7AT&T Proprietary InformationCurrently, VoIP is considered more appropriate for business use than for consumers (73% versus 46%).32%14%0%10%20%30%40%50%60%70%80%90%100%TotalConsumer OnlyBusiness or ConsumersPerceive VoIP for Business or Consumer Use (among those awa

17、re of VoIP, n=741)32%41%TotalBusiness OnlyBusiness or ConsumersConsumer UseBusiness Use8AT&T Proprietary InformationAT&T appears to be the leading firm associated with VoIP service, although only at 17%. Other firms of note include Verizon and AOL. 33%17%3%3%2%5%6%7%9%11%17%0%5%10%15%20%25%3

18、0%35%40%Dont KnowNone Come to MindMCIBellSouthQwestSprintComcastSBCAOLVerizonAT&TCompanies Associated with VoIP Top Mentions* (among those aware of VoIP, n=741)More Likely to Purchase from Established Co. or Start-Up Specializing in VoIPEstablished Co.71%Start-Up16%Both5%Neither5%Dont Know3%*Men

19、tions of 2% or less not shown9AT&T Proprietary InformationA cheaper phone alternative drives interest in VoIP. Barriers include losing service in a power outage, followed by questionable handling of 9-1-1 calls and requiring a cable modem or DSL to use. 7%26%66%66%55%55%0%20%40%60%80%100%Offers

20、featurescurrently notavailableVoice qualitycomparable tostandard phoneLess expensiveservice% Most Important% AgreeAgreement with Positive/Negative Aspects of VoIP (among those aware of VoIP, n=741)Positive AttributesNegative Attributes5%17%30%44%37%61%64%74%0%20%40%60%80%100%Limited optionsfor hooki

21、ng upmuliple phonesRequires cablemodem or DSL touse the service9-1-1 callhandling stillbeing worked outMaintainingservice in poweroutage is anissue% Most Important% Agree10AT&T Proprietary InformationMost consumers have yet to use VoIP at home (93%). Among those that do, they are more avid communicators, spending more time on the Internet and on the phone. They also tend to over-index on Hispanic ethnicity.6%93%0%10%20%30%40%50%60%70%80%90%100%Use VoIP at HomeDo Not Use VoIPVoIP Usage and Profiles (among those aware of VoIP, n=741)Use