VOIP服务作美国用户调查之报告英文.ppt

VoIPPRResearch PublicOpiniononVoIP AT TCustomerInsightsGroupJanuary 2004 2 Thegoalofthisstudy commissionedbytheAT TCustomerInsightsgroupwastomeasureconsumerawareness perceptionsandinterestinVoIP TheIpsos InsightPhoneOmnibuswasusedtofieldthesequestionsamongabroadlyrepresentativesampleofhouseholds Atotalof1001consumerswereinterviewedbetweenJanuary16throughJanuary18 2004 Ipsos Insightisamulti clientphonestudy Thequestionnaireincludesquestionsinvariousnon competingtopics andallclientsshareinthedemographicandclassificationdataprovided Asampleof1 000nationallyrepresentativehouseholdsarecontacted Thelengthofthephoneinterviewisapproximately15minutes Thesampleincludeshouseholdswithandwithoutinternetaccessathome Background 3 SummaryofFindings AwarenessoftheconceptofVoIP whilebroadisalsodiffuseandhighlydependentontheterminologyusedtodescribedtheideaofaphoneserviceofferedviatheInternet NearlythreequartersofconsumershaveheardofVoIPservice primarilyreferredtoasBroadbandPhoneServiceorInternetTelephony seep 6ForbreakdownoftermsusedtoassessVoIPawareness OnequarterofconsumersbelievesomeoftheirstandardcallshavetraveledovertheInternet AT Tiswellpositionedtobecomealeaderinofferingtheservice Mostconsumerswouldbelikelytopurchasetheservicefromanestablishedcompany WhilehalftheconsumersintervieweddonothaveanycompanytheyassociatewithVoIP AT Treceivedthemostmentionsat17 Giventhehighertechnologyassociation VoIPisseenassomewhatmoreappropriateforbusinessuseatthistimeversususeforconsumers ThekeybenefitofVoIPisseentobealowerpriceforphoneservice Meanwhile achiefbarrierislosingserviceduringapoweroutage Limitedhandlingof9 1 1callsandtheinconvenienceofswitchingtoacableorDSLISPservicetoaccessVoIParealsoconcerns 4 SummaryofFindings CurrentVoIPusageislow butitispoisedtogrowgiventhepositivereceptionitisreceivingacrossvariousconsumertypes About6 ofconsumersawareofthetechnologyreportpresentlyhavingVoIPserviceathome whichtranslatestoabout4 ofthetotalpopulation Theseuserstendtoprofilesimilarlytonationalaverages males femaleswithameanageof42 althoughtheyover indexonHispanicethnicityandarelesslikelytobeCaucasian TheyareheavierInternetandphoneusers Two thirdsofnon usersawareofVoIPwillconsiderusingtheserviceinthenextyear Non usersinterestedinVoIPdifferslightlyinthattheyaremorepredominantlyCaucasian Incontrast thosedisinterestedinVoIPtendtobeolder female andspendlessontheirphoneservice VoIPisseenasareplacementfortheprimaryphoneby63 ofconsumersinterestedintheservice Consumersareawarethatthistechnologyisonitsway andthereisgreatexcitementsurroundingVoIPNearly50 believecommunicationswillmovetotheinternetwithinthenext2years Approximately2of3peoplebelieveVoIPwillchangethewaypeoplecommunicate AmajorityofconsumersexpectVoIPtomakeanimpactintheirlivessimilartopopularadvancessuchasdigitalmusicorflatscreenTVs 5 DETAILEDFINDINGS 6 Almostthree quartersofhouseholdshavesomeawarenessofVoIPasaconcept mostlywhenitisdescribedasInternetTelephonyorBroadbandPhoneService AwarenessofVoIPTerminology n 1 001 Thereareanumberofadvancementshappeninginthetelecommunicationsindustrytoday Wewouldliketoaskifyouhaveheardofanyofthefollowingterms 7 OnequarterofconsumersbelievesomeoftheirstandardcallsinthepasthavetraveledovertheInternet MostconsumersawareofVoIPareunsureifitispresentlyavailableintheirarea BeliefinPastInternetCallingandAvailabilityofVoIP BelieveVoIPisCurrentlyAvailableinHomeArea amongthoseawareofVoIP n 741 BelieveStandardPhoneCallshaveTraveledOvertheInternetinthePast n 1001 8 Currently VoIPisconsideredmoreappropriateforbusinessusethanforconsumers 73 versus46 PerceiveVoIPforBusinessorConsumerUse amongthoseawareofVoIP n 741 ConsumerUse BusinessUse 9 AT TappearstobetheleadingfirmassociatedwithVoIPservice althoughonlyat17 OtherfirmsofnoteincludeVerizonandAOL CompaniesAssociatedwithVoIP TopMentions amongthoseawareofVoIP n 741 MoreLikelytoPurchasefromEstablishedCo orStart UpSpecializinginVoIP Mentionsof2 orlessnotshown 10 AcheaperphonealternativedrivesinterestinVoIP Barriersincludelosingserviceinapoweroutage followedbyquestionablehandlingof9 1 1callsandrequiringacablemodemorDSLtouse AgreementwithPositive NegativeAspectsofVoIP amongthoseawareofVoIP n 741 PositiveAttributes NegativeAttributes 11 MostconsumershaveyettouseVoIPathome 93 Amongthosethatdo theyaremoreavidcommunicators spendingmoretimeontheInternetandonthephone Theyalsotendtoover indexonHispanicethnicity VoIPUsageandProfiles amongthoseawareofVoIP n 741 UseforPrimaryPhoneLine52 UseforSecondaryPhoneLine44 Don tknow4 12 VoIPgarnersstrongconsiderationamongnonusers Overall themajorityofthoseinterestedwillconsiderVoIPtoreplaceaprimaryline 63 VoIPConsiderationinNextYear AmongNonUsers n 698 WouldConsiderVoIPforPrimaryorSecondaryLine 76 Wouldyouconsiderusing INSERT telephoneserviceinthenextyearifitwouldgiveyouallyoucanuselocalandlongdistancefor XXamonth 13 Mostconsumers over75 feelphoneservicewillmovetotheInternetwithin5years andone quarterwithinthenextyear FrequencyPhoneServiceisPerceivedtoM