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Gigabit Cities

Consumers Largely Ignorant About Gig Internet, Says Pivot

PORTLAND, Ore. -- New research from Pivot Group and Telecompetitor offers compelling insight into consumer perspectives and perceptions regarding Gigabit Internet and other relevant broadband applications. With Gigabit Internet currently dominating the broadband industry, the “GigaWhat? U.S. Broadband Awareness, Needs and Perceptions Study” bridges the Gigabit Internet movement with the realities of the consumer marketplace. This research provides important data points and key findings that companies and organizations tied to the broadband carrier ecosystem can put to practical use to improve end-customer communication, education, marketing, and product adoption.

Data collected from 800 current Internet users from across the U.S. reveals very little awareness about Gigabit services, with 87% of survey respondents indicating they had not heard of Gigabit before this survey. Gigabit services typically emphasize speed improvements, but only one-third (32%) of Internet users know the speed of their current connection and roughly three-quarters (74%) indicate their current Internet speed meets their needs or is faster than what they need.

“Service providers spend an awful lot of time and marketing spend emphasizing speed, but this research reveals consumers are confused regarding speed references and perceive that their current speed package is sufficient,” says Dave Nieuwstraten, president of Pivot Group and co-author of the study. “The introduction of Gigabit services into a given market will require significant customer education and effective marketing techniques to help achieve adoption success.”

Pivot Group

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