VOIP服务作美国用户调查之报告英文(ppt 14页).ppt

1、VoIP PR Research:Public Opinion on VoIP,AT&T Customer Insights Group January, 2004,2,The goal of this study, commissioned by the AT&T Customer Insights group was to measure consumer awareness, perceptions and interest in VoIP. The Ipsos-Insight Phone Omnibus was used to field these questions among a

2、 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-competing topics, and all clients share in the demographic and classi

3、fication 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.,Background,3,Summary of Findings,Awareness of the concept of VoIP, whi

4、le 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, primarily referred to as Broadband Phone Service or Internet Telephony (see p.6 For breakdown of ter

5、ms 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 consumers would be likely to purchase the service from an established company. While half the con

6、sumers 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 business use at this time versus use for consumers. The key benefit of VoIP is seen to be a lower price

7、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 also concerns.,4,Summary of Findings,Current VoIP usage is low, but it is poised to grow given th

8、e 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 translates to about 4% of the total population. These users tend to profile similarly to national averages (males/females with a mean

9、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 VoIP will consider using the service in the next year. Non-users interested in VoIP differ slightly in that they are more predom

10、inantly 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 by 63% of consumers interested in the service. Consumers are aware that this technology is on its way, and there is great e

11、xcitement surrounding VoIP Nearly 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 communicate. A majority of consumers expect VoIP to make an impact in their lives similar to popular advances such as di

12、gital music or flat screen TVs.,5,DETAILED FINDINGS,6,Almost three-quarters of households have some awareness of VoIP as a concept, mostly when it is described as Internet Telephony or Broadband Phone Service.,Awareness of VoIP Terminology (n=1,001),There are a number of advancements happening in th

13、e telecommunications industry today. We would like to ask if you have heard of any of the following terms,7,One quarter of consumers believe some of their standard calls in the past have traveled over the Internet. Most consumers aware of VoIP are unsure if it is presently available in their area.,B

14、elief in Past Internet Calling and Availability of VoIP,Believe VoIP is Currently Available in Home Area (among those aware of VoIP, n=741),Believe Standard Phone Calls have Traveled Over the Internet in the Past (n=1001),8,Currently, VoIP is considered more appropriate for business use than for con

15、sumers (73% versus 46%).,Perceive VoIP for Business or Consumer Use (among those aware of VoIP, n=741),Consumer Use,Business Use,9,AT&T appears to be the leading firm associated with VoIP service, although only at 17%. Other firms of note include Verizon and AOL.,Companies Associated with VoIP Top M

16、entions* (among those aware of VoIP, n=741),More Likely to Purchase from Established Co. or Start-Up Specializing in VoIP,*Mentions of 2% or less not shown,10,A cheaper phone alternative drives interest in VoIP. Barriers include losing service in a power outage, followed by questionable handling of

17、9-1-1 calls and requiring a cable modem or DSL to use.,Agreement with Positive/Negative Aspects of VoIP (among those aware of VoIP, n=741),Positive Attributes,Negative Attributes,11,Most consumers have yet to use VoIP at home (93%). Among those that do, they are more avid communicators, spending mor

18、e time on the Internet and on the phone. They also tend to over-index on Hispanic ethnicity.,VoIP Usage and Profiles (among those aware of VoIP, n=741),Use for Primary Phone Line52% Use for Secondary Phone Line44% Dont know4%,12,VoIP garners strong consideration among non users. Overall, the majority of those interested will consider VoIP to replace a primary line (63%).,VoIP Consideration in Next Year Among Non Users (n=698),Would Consider VoIP for Primary or Secondary Line,76%,Would y