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1、Decoding the digital home 2024How will you stand out in todays crowded digital home market?02How will you stand out in todays crowded digital home market?ContentsAbout this study.03Key insights from the 2024 research.04Detailed survey findings.061.Adoption drivers and barriers.062.Spending,switching

2、 and value for money.113.The downsides of digital demand.164.Changing value propositions.215.Customer experiences revisited.256.Seven digital home personas.29What are the next steps for service providers?.33The EY Decoding the digital home survey is designed to build a deeper understanding of changi

3、ng consumer behavior and attitudes involving technology,media and telecommunications products and services in the home.03How will you stand out in todays crowded digital home market?About this studyThe EY Decoding the digital home study is based on an online survey of 20,000 households in Canada,Fra

4、nce,Germany,Italy,South Korea,Spain,Sweden,Switzerland,the UK and the US.It was conducted in July and August 2024,updating previous annual surveys of multiple markets.The annual survey is designed to build a deeper understanding of changing consumer behavior and attitudes involving technology,media

5、and telecommunications products and services in the home.This years findings focus on topics such as:adoption drivers and barriers,value for money perceptions;harmful content;bundle appetite and customer experience imperatives,supported by specific,data-driven insights relating to connectivity,conte

6、nt and smart home technology.Additional analysis and insights are provided by the EY Global TMT team.2,500households1,000households2,500households2,500households5,000households2,500households1,000households1,000households1,000households1,000householdsSurveyed countries04How will you stand out in tod

7、ays crowded digital home market?1.Customer promises are under pressure as brand trust becomes more importantWhile performance needs continue to drive consumers broadband purchasing decisions,network reliability remains a pain point.Streaming platforms are extending their reach into new content genre

8、s,but brand trust is playing an increasingly important role in platform selection.Meanwhile,smart home adoption risks stalling,with consumers voicing concerns about data security,costs and convenience.Across the digital home,consumers feel overwhelmed by the choice on offer.3.Harmful content,digital

9、 detox and data security are in focus for households Households are keen on having a“digital detox”but harmful content is undoubtedly a growing concern for consumers,and many want better regulatory action to address it.The potential of artificial intelligence(AI)to damage trust in online content is

10、also clear.Despite worries over data security and privacy,younger users are open to participating in a value exchange through sharing their data.Connectivity providers have a lead over other entities as perceived custodians of personal data,but this advantage erodes among younger users.2.Savings are

11、 still important but premium appetite is presentAnxiety over price increases remains pronounced,with clear demand for fixed price guarantees.Some consumers are willing to trade down,but others are alert to premium offerings.The streaming market is fluid many households are resubscribing to platforms

12、 theyve previously canceled but switching their internet provider is regarded as troublesome.Connectivity providers have a perceived value-for-money advantage over content providers in Europe,but not in North America.of consumers are concerned about the amount of time their household members spend o

13、nline.of households still experience unreliable home internet on a regular basis,unchanged from last year.40%26%Key insights from the 2024 research4.Demand for service bundles comes with caveats Consumers are increasingly partial to buying a one-stop shop of connectivity and content.And while intere

14、st in streaming bundles remains strong,there are also growing signs that households are questioning the merits of TV and broadband bundles.Using mobile for home internet is seen as a viable alternative to fixed connectivity by one consumer in three with price savings emerging as an increasingly impo

15、rtant rationale,and speed-based pricing also seen as attractive.6.Diverse attitudes inside the digital home Drawing on our research findings,weve identified seven distinct segments that inhabit the digital home.These are:“Premium and pleased,”with high appetite and high satisfaction;“Beyond the bund

16、le,”who have a high propensity to switch and look beyond traditional packages;“Content comes first,”who are ready to pay a premium but favor the familiar;Digital devotees,”who are satisfied but want better customer promises;“Informed savers,”who are less likely to find value propositions difficult t

17、o understand;“Disengaged users,”who dont see any difference between service providers and are the most dissatisfied with customer support;and“Drowning in digital,”who feel overwhelmed by the digital world and rank bottom for satisfaction.5.Households lack confidence in digital tools Achieving differ

18、entiation in the digital home marketplace is a challenge for connectivity providers:44%of households see very little difference between them.Omnichannel strategies remain vital:Almost four in 10 consumers still prefer going to physical stores first on the path to purchase while half of the market vo

19、ice a preference for the call center when seeking customer support.Chatbots are still viewed as cumbersome:Households want digital tools that blend advice from agents,supported by better explanations of the role of AI.of consumers still visit physical stores to get advice higher than the 35%who go o

20、nline.39%05How will you stand out in todays crowded digital home market?05Adoption drivers and barriersBetter customer promises are critical as trust becomes a more important purchasing driver106How will you stand out in todays crowded digital home market?Detailed survey findingsDetailed survey find

21、ingsAdoption drivers and barriers07Performance attributes lead consumers criteria when evaluating broadband packagesPerformance factors are the key considerations for households when theyre evaluating broadband packages.However,consumers receptivity to the various network quality attributes highligh

22、ted by service providers varies by country.Speed guarantees resonate the most in South Korea,the UK and the US,but are less influential for households in France and Switzerland.The relative importance that households place on router quality also varies widely,with Canadians(39%)much more likely to h

23、ighlight this as a key purchasing criterion compared with Italians(22%).While the overall ranking of attributes has remained largely consistent year on year,households are increasingly likely to highlight the ability to customize packages,the availability of premium content,and privacy or security f

24、eatures as reasons to purchase trends that suggest theres room for connectivity providers to look beyond network quality when trying to win customers.That said,26%of households still experience unreliable home internet on a regular basis,unchanged from last year.Figure 1:Household criteria for broad

25、band service selectionWhich of the following service elements of a broadband package would be your top three considerations?BroadbandspeedguaranteeTransparentpricing orprice promiseWi-Fi home coverage guaranteeQuality of Wi-Fi router or home hubQuality of technicalsupportAbility to customizepackageA

26、vailability ofback-up line in the event of network outagesRange of digital customer support optionsEthically sourced and sustainableequipmentAvailability ofpremiumcontentPrivacy,security and wellbeingfeaturesCanadaFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUS46%39%38%33%29%23%21%18%16%10%1

27、0%08Detailed survey findingsAdoption drivers and barriersPrice is the top driver when selecting a streaming platform,with brand trust growing in importanceAttractive monthly pricing is households number one consideration when evaluating streaming services,with French(66%)and Italian households(64%)m

28、ost sensitive to it.As in previous years,access to specific content outscores breadth of content as a reason to sign up.Meanwhile,brand trust is rising in importance,cited by 28%of households on average across all markets compared with 25%last year.This is particularly apparent in the UK and Germany

29、,where brand trust outscores any content attributes.Original or exclusive content long seen as key to differentiation in a crowded market is becoming comparatively less influential,cited by 25%of households compared with 30%in 2023.This downtick comes at a time when major platforms are reducing thei

30、r original content output to control costs.Nevertheless,households preference for streaming platforms is extending into a wider range of content genres,including the likes of comedy and documentaries,compounding the pressures facing traditional broadcasters.Brand trust is the leading consideration w

31、hen buying smart home tech with data security also top of mind in some countriesBrand trust(41%)has now become the top consideration for households considering smart home technology,overtaking attractive pricing(38%),and complementing the rising importance of brand in streaming purchasing decisions.

32、The relative influence of price varies significantly by market:Its the dominant driver in France,but ranks much lower down in Germany and the US.Data security is another criterion that varies in importance between countries:German and South Korean households view it as one of their top two considera

33、tions,but it carries less weight in France and Italy.Taken together with the rising importance that consumers attach to brand trust,consumers are increasingly seeking reassurance and familiarity when choosing new connected devices for the home.Figure 2:Streaming platforms:key selection consideration

34、s What are the three main criteria for choosing a video streaming service?Attractive monthly priceAccess to specificmovies,series or showsExtensive content libraryTrustin thebrandPricing discountsand promotionsEase of navigation andcontrolAvailability in streamingbundleAvailability through connectiv

35、ityproviderResolution and sound qualityNewproduct featuresOriginal or exclusivecontentQuality of interface61%35%31%28%25%25%25%18%15%15%13%7%CanadaFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUSAs service providers look to drive take-up of connectivity and content,they should be mindful of t

36、he barriers to further adoption.09Detailed survey findingsAdoption drivers and barriersFigure 3:Connected home devices:selection criteria What are or would be your three main criteria for choosing a new internet-connected device for your home(e.g.,video doorbell,digital assistant,home security camer

37、a)?Trust inthe brandAttractive one-off or monthly priceData security and privacy credentialsPricing discounts and promotions(e.g.,introductory offer,free trial)Ease of navigation andcontrol(e.g.,via mobile app,voicerecognition)Technological features(e.g.,sound or image quality)Compatibility with oth

38、er internet-enabled devices I ownor plan topurchaseQuality of design orconstructionAvailability through broadband/internet ormobile providerSustainability credentials41%38%35%33%33%27%27%26%22%17%CanadaFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUSBarriers to further adoption persist across

39、 the digital home,from poor customer promises to limited levels of convenience and security Our research suggests that smart home penetration overall remains relatively low,with signs that consumers appetite for some better-established categories such as digital home assistants and smart speakers ma

40、y already have peaked.So,as service providers look to drive take-up of connectivity and content,they should be mindful of the barriers to further adoption.Performance attributes are one area of mistrust,with four in 10 households believing Wi-Fi guarantees are inaccurate,and one in three voicing fru

41、stration over not being able to access the fastest speeds on the market.These gripes are twinned with apathy:Half the market dont think upgrading to a higher-speed service is worth the extra cost.Meanwhile,half of streamers think they are signing up to more content than they need and feel service pr

42、oviders could do a better job with content recommendations.When it comes to smart home devices,security is the top concern,with worries over convenience and compatibility also apparent.10Detailed survey findingsAdoption drivers and barriersMany consumers feel overwhelmed by an increasingly crowded l

43、andscape of connectivity and content offerings More than half of households on average across all markets agree that there is too much choice of broadband providers,streaming platforms and smart home tech.Its clear that service providers need to ensure their value propositions are as compelling as p

44、ossible,so they stand out from the crowd and are well-placed to build and sustain customer relationships.Figure 3:Barriers to further adoption:selected attitudes%agree,average all marketsConnectivityFigure 4:Attitudes to choice of connectivity and content products and services I dont think upgrading

45、 to a higher speed package is worth the extracost per monthThe Wi-Fi performancepromises made by providers are misleadingor inaccurateI find it frustrating thatbroadband/internet packages offering the fastest speeds areunavailable in my areaMy TV or streaming services provider could improve the rele

46、vance of the content they recommend to meI pay too much for content I dont watchI find it difficult to track the availability of my favorite content across different service platforms and appsI would be concerned about the ability of hackers to access myinternet connected appliancesMost smart home d

47、evices and services dont provide enough convenience to justify the costI worry about a lack of compatibility between smart home devices offeredby differentproviders50%42%36%52%48%36%59%48%46%ContentSmart home technology53%55%All markets,averageCanadaFranceGermany ItalySouthKoreaSpainSwedenSwitzerlan

48、dUKUS53%46%53%51%53%53%54%54%58%54%53%53%47%59%64%61%62%59%56%50%50%47%56%53%54%52%54%52%44%50%50%think there is too much choice in the market of different bundles of connectivity and content%think there is too much choice in the market of different streaming platforms%think there is too much choice

49、 in the market of different smart home productsSpending,switching and value for money Savings are still important but premium needs are clear2Detailed survey findings11How will you stand out in todays crowded digital home market?Households are willing to trade down to save money,led by younger consu

50、mers and streaming users Our research confirms that consumers remain anxious about price increases for digital home offerings.Bruised by last years cost-of-living crisis,theyre looking for fixed price guarantees,with older demographics the most likely to seek these.Alongside their concerns over vola

51、tile pricing,households are also open to cutting back their spending.On average,35%of households are willing to trade down to cheaper broadband,even if it comes with lower levels of customer support.An even higher proportion(43%)are receptive to ad-supported streaming to save on monthly subscription

52、 rates.In both instances,younger users find these trade-offs the most appealing.More than half of US households would be open to switching to cheaper ad-supported streaming offerings,while 47%of South Korean users are open to trading down to cheaper broadband.The“trade down”mentality is less evident

53、 in Sweden,where only one in three are interested in moving to lower-cost alternatives of connectivity and content subscriptions.Figure 6:Household interest in moving to lower-cost subscriptions:split by age%average,all marketsAverage1824 years2534 years3544 years4554 years5565 years66 years+%willin

54、g to trade down to a cheaper package or bundle,even if it meant accepting a reduction in service quality or customer support%interested in taking an ad-supported version of a streaming service in order to save money35%42%48%44%51%40%47%35%46%27%36%38%27%43%Spending,switching and value for moneyDetai

55、led survey findings12Despite readiness to trade down,appetite for premium content and connectivity exists and is even increasing in some cases While some households voice a readiness to trim their spend,others remain receptive to premium connectivity and content often increasingly so.Demand across a

56、ll markets for services that aggregate content at a premium price has risen from 40%last year to 44%in 2024,with the appetite highest in the US(53%),Spain(48%)and the UK(48%).Meanwhile,more than one in three households are willing to pay to watch sports on TV,with receptivity highest in the UK(42%),

57、Spain(41%)and Italy(41%).On the connectivity side too,there are various elements that service providers can bring together to build premium offerings,with more than one-third of households saying theyre open to paying more for broadband with attributes including:additional privacy,security and wellb

58、eing features,good customer service,and backup connectivity in the event of network outages.US households lead in terms of readiness to pay for these features.Whats more,the proportion of households willing to pay more for enhanced broadband and mobile packages is rising year on year in a number of

59、countries,including Canada,Italy,the UK and the US.Content and technologyConnectivity%willing to paymore to usea singleplatform thataggregates all the TV,video and content that I use%willing to pay to watchsport on TV%would pay a premium to stream TV without ads%would paya premium to receive SuperHD

60、/4K content%would paya premiumto get new tech and gadgets beforeeveryone else%willing to pay a premium for an unlimited mobile allowance%willing topay more for broadband in returnfor privacy,security andwell-being features%willing topay more forbroadbandin return forgood customerservice%willing topa

61、y morefor broadband in return forback-upconnectivity%willing to pay a premiumfor a 5G mobile plan35%32%31%30%40%38%37%36%33%44%Figure 7:Household receptivity to paying a premium for enhanced services%average,all markets13Spending,switching and value for moneyDetailed survey findings13The streaming m

62、arket is highly fluid:Households are dropping platforms but more have resubscribed to canceled services Consumers canceling platform subscriptions has become a feature of the streaming market in recent years,as the boom in household content consumption spurred by the COVID-19 pandemic gave way to in

63、flation-driven spending constraints.This year,29%of households on average have canceled or plan to cancel at least one streaming subscription service,down from 33%last year.However,decisions to cancel are still primarily driven by the need to cut costs,led by Canada and Sweden(both 53%).Meanwhile,on

64、e-third are resubscribing to one or more services they had previously canceled a finding that underlines the importance of streaming platforms“win back”strategies.North American households are the most likely to resubscribe,but the market is more challenging in Sweden,where the proportion resubscrib

65、ing(30%)stands well below the proportion canceling or with plans to cancel(37%).Up to one in five households have switched broadband provider in the past year but switching is seen as a difficult process,indicating inertia Broadband switching has been most prevalent in France(20%)and Germany(22%)ove

66、r the past year,while“stickiness”is strongest in Spain and South Korea.In many cases,the perceived difficulty of changing providers could be deterring people from taking this step:On average,34%agree that its very difficult to switch a finding that speaks to a wider sense of inertia,with 37%of house

67、holds believing its not worth the time and effort.This perception that switching is difficult and the accompanying apathy are most pronounced in Canada and the US.However,while South Korean households rank above average for viewing the switching process with apprehension,this doesnt translate into a

68、 commensurate level of apathy.Meanwhile,Swedish households are less likely to cite difficulty in switching or believe that changing provider is not worth the time and effort.Figure 8:Streaming services:cancelations and resubscriptionsAverageCanadaFranceGermanyItalySouth KoreaSpainSwedenSwitzerlandUK

69、US%canceled in last 12 months or plan to cancel%re-subscribed to a streaming service29%39%23%28%28%30%31%30%31%24%33%37%30%26%33%31%36%33%42%27%33%30%The perceived difficulty of changing broadband providers could be deterring people:On average 34%agree that its difficult to switch.14Spending,switchi

70、ng and value for moneyDetailed survey findingsFigure 9:Household internet switching:last 12 months by country%switched broadband/internet provider in the last 12 monthsAverageCanadaFranceGermanyItalySouth KoreaSpainSwedenSwitzerlandUKUS17%20%22%16%12%13%18%15%19%15%15%MobileBroadbandStreamingplatfor

71、mContent from broadband providerSmarthome20232024Mobile59%60%57%57%55%50%51%51%40%41%ItalyGermanyFranceCanadaUSUKSwitzerlandSwedenSpainSouthKorea40%20%0%60%BroadbandStreaming PlatformContent from broadband ProviderSmart homeValue for money perceptions for streaming are in decline with content from b

72、roadband providers having the edge in some markets Households perceptions of value for money from connectivity and content services have remained largely consistent year on year across all markets.However,the proportion agreeing they get value for money from streaming platforms has declined by five

73、percentage points,reflecting a pricing environment where monthly rates have doubled in the last 10 years,with some platforms increasing prices by more than 40%in the past year alone.1 Households in France(-8pp),South Korea(-7pp)and the US(-6pp)are the most likely to report a decline in streaming pla

74、tforms value for money.Meanwhile,broadband providers content has a clear advantage in terms of delivering perceived value for money in a number of countries,including France,Switzerland and the UK.Nevertheless,consumers in Canada,Italy and the US still view streaming platforms offering value for mon

75、ey that is better or as good as broadband providers connectivity and content offerings.Figure 10:Value-for-money perceptions:split by service and country%consumers agreeing they get value for money1”Streaming prices have doubled in a decade as Netflix and other platforms become more like cable,”Quar

76、tz,21 August 2024.15Spending,switching and value for moneyDetailed survey findingsThe downsides of digital demand Online overload,harmful content and data security in focus3Detailed survey findings16How will you stand out in todays crowded digital home market?Many consumers equate online activity wi

77、th a threat to wellbeing and in some markets,half of households actively seek digital detox Consumers fears over the amount of time they spend online emerge clearly in our survey findings.Four in 10 are concerned about the amount of time household members spend online while a similar proportion(38%)

78、often think about the negative impact that being online has on their overall wellbeing.Anxiety around how online activity affects wellbeing has risen year on year in all markets except South Korea and the US.In line with this,43%of households actively seek time away from devices,led by those in Nort

79、h America and Germany.Germany is notable for having a high proportion of households aiming for digital detox(51%)despite a relatively lower proportion of users claiming they think about the negative impact of online behavior on wellbeing(34%).A similar gap between a heightened desire for digital dow

80、ntime and a relatively lower level of stated concern is also apparent in the US.AverageCanadaFranceGermanyItalySouth KoreaSpainSwedenSwitzerlandUKUS43%46%51%40%34%38%22%49%49%52%54%Figure 11:Consumer interest in seeking digital downtime%actively seeking time away from their smartphone or other inter

81、net-enabled devicesThe downsides of digital demandDetailed survey findings17Consumers are increasingly concerned about harmful content Exposure to harmful content online from false information to online abuse is now a major news item worldwide.Forty-seven percent of consumers are very concerned abou

82、t what members of their households may encounter online,up from 38%two years ago.Anxiety about childrens susceptibility to harmful content is even more pronounced:59%of respondents are very concerned about children accessing harmful content,with households in Spain(65%),Canada(63%)and Italy(62%)espe

83、cially worried.On average,more than a third of households say they both witness(40%)and directly receive(36%)harmful content.UK and Swedish households are less likely to report this,but South Korean consumers are much more likely to cite witnessing harmful content(59%).Six in 10 believe governments

84、and regulators arent doing enough to combat it,while 37%of households want social media platforms to introduce stricter age verification procedures,a topic that governments are grappling with as they consider how best to protect children online and as social media platforms explore new account setti

85、ngs for teenagers.2202238%44%47%2023202420%25%30%35%40%45%50%55%60%20%25%30%35%40%45%50%55%60%SpainUSFranceUKItalyCanadaSwedenSwitzerlandGermany South KoreaAverageFigure 12:Consumer attitudes toward and experiences of harmful content%very concerned about harmful content members of their household ma

86、y encounter while online Percentage who often witness harmful content online(i.e.,online abuse,false information)Percentage who often directly receive harmful content online(i.e.,online abuse,false information)Consumers are wary about the impact of AI on online content,led by older groups While the

87、challenges posed by harmful content are long-standing and widely recognized,consumers are also alert to the potential for AI to make online content less trustworthy.More than half of households(56%)are very concerned that AI will make content less reliable,with an even higher proportion(62%)fearful

88、of the role“bad actors”could play in harnessing AI to create harmful content.The majority of households also believe that governments and regulators should be doing more to mitigate the potential downsides of AI.In all cases,older groups are more likely to express concern over the potential impacts

89、of AI.At the country level,North American consumers tend to be more worried about AI than their counterparts in other markets,while Spanish households are also very cognizant of the potential threat AI presents to online trust.18The downsides of digital demandDetailed survey findings2“Meta to put un

90、der-18 Instagram users into new teen accounts,”The Guardian,17 September 2024.All agesAll agesAll ages1824years2534years3544years4554years5565years66years+1824years2534years3544years4554years5565years66years+1824years2534years3544years4554years5565years66years+56%54%55%53%55%59%59%62%51%58%58%62%67%

91、67%55%49%53%52%56%60%59%1824 years2534 years39%39%3544 years35%4554 years28%5565 years66 years+20%21%All ages29%Figure 13:Consumer attitudes toward AIs impact on online content Statement:Im very concerned that AI will make online content less trustworthy and reliable%agree,average all marketsStateme

92、nt:Im very concerned that “bad actors”will use AI to create harmful content%agree,average all marketsStatement:Governments and regulators arent doing enough to mitigate the potential threats posed by AI%agree,average all marketsData security remains problematic but younger users are receptive to sha

93、ring their data in exchange for customized services Alongside concern about unsafe content,including AIs potential role as a catalyst for it,consumers also harbor deep-seated fears about personal data security and control.On average 47%of households believe its impossible to keep online personal dat

94、a secure,while only 42%feel they are currently in control of their online personal data,a proportion that falls as low as 27%in South Korea.Although many households lack confidence in personal data privacy and security,there are bright spots for service providers.More than a quarter 29%of consumers

95、are willing to exchange their personal data in return for service customization,and this rises to 39%among 18-34 year olds on average across all markets.Such findings point to a significant opportunity for those providers who can clearly articulate the benefits of data sharing and build greater conf

96、idence in the concept of a value exchange with their customers.Figure 14:Consumer attitudes toward personal data sharing as a form of value exchange:Split by age%willing to exchange personal data in return for tailored online services(e.g.,product offers or relevant adverts)19The downsides of digita

97、l demandDetailed survey findingsConnectivity providers score highest as trusted custodians of data,although younger users preferences are more evenly distributed Given consumers sensitivity to the security and control over their personal data,service providers credentials as data custodians represen

98、t an important aspect of their brand trust,particularly given opportunities to customize offerings based on personal data sharing.Here,telcos have an advantage:48%of households believe either broadband or mobile operators rank ahead of others for keeping data secure and using it appropriately.Househ

99、olds in Sweden(61%),France(60%)and Switzerland(60%)are most likely to favor broadband and mobile providers,underling the opportunities for integrated telcos in these markets.By contrast,consumers affinity for telcos as custodians of their data is lowest in Italy and South Korea,with South Korean hou

100、seholds favoring smartphone brands most highly for personal data security(30%).While telcos have the highest mindshare with consumers overall when it comes to data security,younger groups are just as likely to trust streaming platforms and device manufacturers.AverageAll ages1824 year oldsCanadaFran

101、ceGermanyItalySouth KoreaSpainSwedenSwitzerlandBroadband providerUKUS24%24%13%6%7%15%11%25%24%13%6%7%15%11%17%19%11%10%8%16%18%21%21%13%6%9%19%11%27%33%8%7%6%12%8%33%19%13%9%6%10%10%19%16%20%7%6%13%19%11%24%17%3%7%30%8%19%32%12%6%7%10%14%33%28%7%6%4%13%9%20%40%8%6%6%13%7%29%15%15%5%10%16%10%27%16%16

102、%6%6%17%12%Mobile operatorTech-based websiteSocial mediaHome tech brandSmartphone manufacturerStreaming TV providerFigure 15:Household trust in service providers ability to safeguard their data:By country and age Which of the following types of company do you think would best keep your personal data

103、 secure and use it appropriately?The downsides of digital demandDetailed survey findings20Changing value propositions Growing demand for bundles comes with caveats4Detailed survey findings21How will you stand out in todays crowded digital home market?The one-stop shop for connectivity and content is

104、 rising in importance Bundles of connectivity and content are well-established and the good news for service providers is that household spending pressures have reaffirmed their importance in the minds of households.Some 44%of households on average equate the cost-of-living crisis with the need for

105、a one-stop shop,up from 40%last year.This year on year uptick is most pronounced in Canada,the UK and Sweden(each up 7pp).Perceived benefits,including cost savings,the convenience of receiving a single bill and having a single point of contact for customer service,resonate with most households,with

106、consumers in Canada,Spain and South Korea attaching the highest value to these attributes.All marketsCanadaFranceItalySouth KoreaSpainSwedenUKUS2023202440%44%44%51%40%46%37%40%43%44%49%53%28%35%33%47%40%48%Figure 16:Impact of cost-of-living crisis on appetite for household bundles%think that the cos

107、t-of-living crisis has made them think it would be better to get all of their connectivity and content services from a single supplier22Changing value propositionsDetailed survey findings22Consumer appetite for broadband bundles remains strong,but some question TV and broadband combinations While th

108、e logic of bundles has gained increasing traction with consumers over the past 12 months,receptivity to different types of broadband bundle remains largely consistent with the previous year.Bundles of broadband with health and wellbeing features is one area of growing interest,with 38%of households

109、saying theyre likely or very likely to take such a service in the future compared with 35%last year.This uptick comes at a time when more internet service providers(ISPs)are adding digital wellbeing features to their packages,typically in the form of new parental controls designed to ensure families

110、 can get digital downtime.Nevertheless,some traditional packages may be at risk of losing their luster:Consumers in some markets,notably in Europe,are increasingly likely to dispute the advantages of taking TV and broadband from one supplier.However,the proportion of US households questioning the me

111、rits of taking TV and broadband together has declined perhaps an early indication that recent carriage agreements have helped cablecos provide better service portfolios with more attractive content.Streaming customers are also receptive to new forms of bundled value Alongside connectivity,content,an

112、d features like security and support for wellbeing,consumers also perceive streaming platforms as part of the bundle landscape.Exactly half of consumers on average across markets would be willing to take a streaming package that came with broadband connectivity,highlighting the importance of partner

113、ships between telcos and streaming platforms:Notably,up to 20%of streaming subscriptions are now sold through telco bundles.3 Whats more,47%of consumers across the markets surveyed are receptive to bundles of different streaming platforms,a demand that has been recognized by US studios in their rece

114、nt moves to combine streaming services.And more than four in 10 users say they would be likely to take packages offering discounts for events and consumer technology.This could be an important lever,given the recent history of subscription price hikes.TV services61%+1pp56%55%43%40%40%38%38%34%31%No

115、changeNo change+1ppNo change-1ppNo change+3pp+1pp-1ppMobilePrivacy or security featuresCloud storageSmart homeUtility servicesHome workingHealth and well-beingGaming or e-sportsHome educationFigure 17:Household propensity to add services to broadband How likely are you to take a broadband bundle tha

116、t includes the following additional products and services in the future?%likely or very likely(all markets,average)Y/Y change23Changing value propositionsDetailed survey findings3”20%of all streaming video subscriptions are now sold through bundling partnerships with telcos,reaching 25%by 2028,”Bang

117、o,9 August 2023.50%Subscription to broadband/internetDiscount deals for shopping/ecommerceDiscount dealsfor eventsSubscription or passes to additional streaming platformsDiscount deals forconsumer tech Digital products,e.g.,NFTs,digital art 49%48%47%41%29%All marketsCanadaFranceItalySouth KoreaSpain

118、SwedenUKUS2023202434%35%32%37%28%31%33%35%46%43%37%36%26%29%29%41%33%39%More than a third of consumers could swap home fixed broadband for a mobile connection,with price savings the dominant driver The number of telcos worldwide offering 5G FWA(Fixed Wireless Access)packages for domestic use continu

119、es to grow,increasing from 100 last year to 123 in 2024.4 As the landscape of home mobile connectivity packages expands,consumers appetite for mobile alternatives to fixed connectivity remains strong and is growing in most markets.Some 35%of households on average would be willing to drop fixed for m

120、obile broadband,with demand rising noticeably in markets such as Canada,France,Sweden and the UK.Asked about the rationale for switching from fixed to mobile broadband,an increasing proportion of households cite price savings as a reason 43%,up from 40%last year.More operators are now offering speed

121、-based FWA plans,and there are signs that this type of package will appeal to prospective customers:57%are receptive to this kind of charging model for mobile data services in general.While appetite for fixed broadband bundles remains healthy,FWA remains a live alternative for customers.Figure 18:Ho

122、usehold propensity to add services to streaming subscriptions%likely to take a streaming service that includes the following additional products and services in the future,all markets averageFigure 19:Household willingness to drop fixed broadband in favor of mobile:Split by country24Changing value p

123、ropositionsDetailed survey findings4”FWA market matures as operators look to monetise 5G,”T,26 June 2024.Customer experiences revisited Households lack confidence in digital tools5Detailed survey findings25How will you stand out in todays crowded digital home market?Limited differentiation and compl

124、ex introductory offers undermine customer journeys Customer journeys often start from a position of frustration:44%of households agree theres very little difference between providers,a finding thats in line with last years figure,which represented an increase on previous years.Households in South Ko

125、rea are the most likely to agree that connectivity services are all very much the same(49%),while this lack of differentiation is less pronounced in the US(38%).Introductory offers appear to be a double-edge sword representing both a reason to sign up(56%)and a source of confusion(49%).In some marke

126、ts,such as France and Switzerland,consumers are more likely to think that introductory offers complicate their assessment of value more than they help them determine their choice of provider.These findings are consistent year on year,suggesting service providers are missing opportunities to win over

127、 new customers.Many consumers still prefer going into a physical store to start their purchasing journey although sentiments vary between countries Households path to purchase follows a wide variety of routes.An average of 17%of households visit price comparison sites first,with households in the UK

128、 and Sweden(21%)the most likely to prioritize seeking information about different offers in this way.And 12%seek recommendations from friends and family:Consumers in Germany(16%)over-index,suggesting greater relevance of net promoter score(NPS)metrics in this market.Meanwhile,the average proportion

129、visiting either single-or multiple-brand physical stores(39%)principally to get advice from in-store assistants is higher than the number going online(35%).Preference for in-store visits is most marked in France,Italy and Spain,while usage of online channels is more prevalent in Germany and the UK.U

130、ltimately,the desire for human interaction when making purchasing decisions remains strong,and service providers should look to evolve their in-store experiences to ensure that their omnichannel strategies reflect this reality.Figure 20:Household attitudes to introductory offers%who agree that intro

131、ductory offers make it difficult to work out which package offers the best value75%70%65%35%30%40%45%50%55%60%30%35%40%45%50%55%60%65%70%75%SpainFranceUKItalyCanadaSwedenSwitzerlandGermany South KoreaUSAverage%who agree that introductory offers make it difficult to work out which package offers the

132、best value%who agree that the introductory offer played a significant role in their choice of broadband provider26Customer experiences revisitedDetailed survey findings21%18%17%15%12%17%21%17%20%11%13%19%27%14%25%23%27%17%17%19%15%19%19%21%21%21%17%17%18%18%16%16%13%12%12%12%21%22%16%14%14%14%13%18%

133、10%12%12%14%18%14%19%22%15%15%12%12%14%18%18%16%19%22%16%14%10%11%CanadaAverageFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUSIn store of specific retailerOnline to website of a particular brandRecommendations from friends,family,online groupsPrice comparison websiteIn store of retailer prov

134、iding multiple brandsOnline to website selling multiple brandsHouseholds are open to the benefits of digital assistance,particularly for issues relating to service installation and performance The advent of generative AI(GenAI)is already having a significant impact among connectivity providers,with

135、57%of operators worldwide now using it to support customer service.5 In light of this,its interesting to note that consumers welcome various benefits that chatbots potentially augmented by GenAI can bring to their experiences.Across all markets,the potential to save time resolving installation and p

136、erformance issues ranks as the top perceived benefit(35%).The ability to provide pricing and billing information thats easy to understand ranks second(25%).Chatbots are also seen as helping customers choose the best package(23%)and as educating users on new services(16%),suggesting that they have an

137、 important role to play throughout the entire customer journey.Figure 21:Consumer channel preferences on the path to purchase Question:If you were to purchase a new mobile device or plan,which of the following would you visit first?Generative AI(GenAI)is already having a significant impact among con

138、nectivity providers,with 57%of operators worldwide now using it to support customer service5.27Customer experiences revisitedDetailed survey findings5”Telco GPT:Survey Shows Scale of Industrys Enthusiasm and Adoption of Generative AI,”NVIDIA,15 February 2024.Despite receptivity to using chatbots,con

139、sumers still favor the call center for customer support While households appreciate the potential of chatbots to support them,they prefer the call center(51%)for customer support outreach,while instant messaging is favored by just 12%.Preference for the call center is particularly pronounced in Sout

140、h Korea(66%),Spain(60%)and Canada(57%).Households in Germany(37%)and Switzerland(43%)are less reliant on the call center,but that doesnt translate into greater preference for chatbots,with online contact forms and emails tending to score higher than average in these countries.Service providers need

141、to take on board this continued reliance on legacy channels and take bolder steps to underline the advantage of digital support tools.51%7%5%12%6%9%9%57%6%4%12%4%9%7%47%37%50%66%60%56%43%45%53%9%6%5%5%5%17%6%4%6%6%6%9%4%4%8%8%8%8%6%7%5%3%7%7%7%12%12%7%12%12%13%3%3%12%4%6%10%10%14%7%7%10%10%7%10%6%13

142、%16%7%5%13%9%7%10%CanadaAverageFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUSCall centerSelf-helpChatbotSocial mediaOnline contact formEmailOtherAccess user forumFigure 23:Broadband customer support preferencesQuestion:If you needed to resolve issues with your broadband or internet service

143、in the future,which of the following methods would you prefer to use?16%35%23%25%17%34%20%29%18%15%17%15%19%12%15%33%28%37%23%35%29%20%23%21%21%31%28%14%28%37%22%25%36%26%23%38%18%27%32%26%27%34%29%19%Educate me about new products or services that I would valueGuide me to choose the best package to

144、suit my households needsReduce time taken to resolve service installation and performance issuesProvide pricing and billing information that is easy to understandCanadaAll marketsFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUSFigure 22:Household perceptions of key benefits of virtual assista

145、nce on their experienceQuestion:What is the most significant improvement that using a chatbot could bring to your broadband or internet experience?28Customer experiences revisitedDetailed survey findingsConsumers feel chatbots are ill-equipped to add value:They want tools that blend in agent advice

146、and are demanding clear explanations of the role of AI Households tend to stick with the familiar in customer service interactions for a range of reasons.One fundamental driver of reliance on the call center is a lack of confidence in expressing themselves,with 57%believing they cant properly commun

147、icate an issue unless they talk to an agent,up from 54%last year.Other factors center on poor past experiences with chatbots 47%of households on average find that chatbots are less effective than expected,while 52%simply dont think instant messaging is suitable for complex queries.In light of such f

148、indings,how can connectivity providers counter these negative perceptions?One vital step is to blend human and digital assistance,with 57%of households saying this would make chatbots more appealing.Even more important is generating greater trust in the technologies that underpin digital support:61%

149、of households say service providers should offer better explanations of how they are using AI in their customer interactions.61%67%56%59%57%66%65%52%59%65%68%CanadaAllFranceItalyGermanySouth KoreaSpainSwedenSwitzerlandUKUS55%57%20232024Figure 24:Household attitudes to virtual assistance and the role

150、 of AI%agree they would find instant messaging or chatbots more appealing if they could transfer them in real-time to a customer services agent%agree that connectivity and content providers should provide better explanations of how they are using AI in their customer interactions Customer experience

151、s revisitedDetailed survey findings29Seven digital home personas Diverse attitudes inside the digital home6Detailed survey findings30How will you stand out in todays crowded digital home market?The seven digital home segments A close analysis of the responses from households across all the markets i

152、n our research has enabled us to identify seven consumer segments,each with its own distinctive attributes,attitudes and priorities around digital home providers and services.By understanding these segments and actively targeting those offering the greatest value providers stand to gain a significan

153、t advantage in the marketplace,by boosting the appeal of their offerings among those most likely to buy them.Here are the seven consumer segments in more detail:Most likely to be the sole decision-maker.Most likely to pay a premium for home connectivity,content and technology but also very focused o

154、n introductory offers.Most satisfied with their connectivity and content providers and most likely to see value in the TV content they buy from their broadband provider.Most likely to find self-service options helpful but also most likely to pay more for better customer service.More likely to feel i

155、n control of their online data.Premium and pleased1 Most likely to pay to watch sports on TV but also most likely to think they pay too much for content they dont watch.Higher satisfaction with content providers than ISPs.More likely to find the switching process complex.Least likely to trust broadb

156、and providers to look after their data.Prefer familiar content and sensitive to digital overload:Most likely to seek time away from smartphones.Content comes first4 More likely to be aged 45-54.Most likely to have multi-device streaming at home,with high levels of smart home adoption.Above-average s

157、atisfaction with their service providers.Most concerned about children accessing harmful content and most likely to think service providers should improve their price guarantees.Focused on Wi-Fi quality,and most likely to seek improved reliability from broadband providers.Digital devotees2 Above-ave

158、rage interest in new technology or gadgets and more likely to pay a premium.Most likely to want to cancel pay-TV and move to subscription video-on-demand(SVOD)only;more interested in new types of broadband bundle and more willing to drop fixed broadband for mobile.Highest propensity to switch and be

159、low-average satisfaction with their broadband providers and support experiences.Most receptive to exchanging personal data in return for tailored services.Highest level of concern about screen time and the negative impacts of being online on their wellbeing.Beyond the bundle5 Most likely to spend as

160、 little as possible on connectivity services.Above-average value for money perceptions,and above-average satisfaction with overall services and with customer support experiences.Below-average propensity to switch.Least likely to find pricing changes difficult to understand,less likely to find servic

161、e choice overwhelming,and least likely to find switching painful.Below-average interest in new technology and gadgets,and above-average sensitivity to privacy,security and AI risk.Informed savers3 Average levels of home technology adoption,but most likely to cite lack of differentiation between prov

162、iders.Below-average satisfaction with overall services and customer support,as well as below-average value for money perceptions.Above-average propensity to switch.Least receptive to introductory offers and bundling rationales.Disengaged users6 Oldest segment.Least likely to pay a premium and most l

163、ikely to feel overwhelmed by choice.Low satisfaction with connectivity and content providers and customer support experiences.Below-average propensity to switch,reflecting inertia.Most concerned about phishing or scam emails they receive and least likely to feel in control of their online data.Drown

164、ing in digital7Seven digital home personasDetailed survey findings31Global AverageHigher satificationLower satisfactionCanadaFrance0%10%20%30%40%50%60%70%80%90%100%GermanyItalySouth KoreaSpainSwedenSwitzerlandUKUS11%20%13%14%12%14%15%12%23%14%13%14%12%12%7%14%18%14%14%10%23%9%13%14%14%13%17%20%12%16

165、%13%19%10%16%13%10%26%14%11%12%9%18%12%22%14%16%12%13%12%12%27%12%10%12%14%12%8%21%11%15%10%17%18%14%15%13%15%15%15%14%16%22%11%13%12%14%11%Premium and pleasedDigital devoteesInformed saversContent comes firstBeyond the bundleDisengaged usersDrowing in digitalFigure 25:Segment splits on level of sat

166、isfaction:worldwide and by countrySeven digital home personasDetailed survey findings32What are the next steps for service providers?In light of our survey results,here are five steps we believe digital home service providers should take as a matter of urgency to help them stand out in the marketpla

167、ce.1.2.3.Focus on your customer promiseThis years findings highlight consumers frustration with promises made to them as digital customers whether born of distrust of broadband performance credentials or anxiety about price increases.As customers grapple with making choices in a crowded market,it is

168、 vital for service providers to ensure that the service guarantees they offer are more meaningful and compelling.This will help address high levels of apathy among some segments and improve the adoption outlook for connectivity,content and smart home technology.Take advantage of premium service pote

169、ntialWhile some consumers are prepared to trade down to save money,there are clear indications of rising receptivity to premium connectivity and content offerings.Taking advantage of these positive signals will help providers to justify a higher price point during a period when monthly rates are tre

170、nding upward.At the same time,“win back”strategies should be a greater area of focus,given the fluidity in the streaming market and the disruptive potential of services such as mobile broadband for the home.Address consumers digital anxietiesFears around harmful content and personal data security em

171、erge strongly in this years findings.Building higher levels of trust through a more meaningful dialogue with customers is increasingly vital and service providers that get this right stand to open up new routes to service customization and monetization.Meanwhile,engaging in a proactive dialogue with

172、 industry peers and regulators can help providers stay informed and responsive on fast-changing topics such as online safety and security.33Is the digital home immune to the cost-of-living crisis?Put simplicity at the center of your service portfolioDemand for different types of package ranging from

173、 broadband and streaming bundles through to 4G or 5G home broadband remains healthy.Yet there are signs that consumers are overwhelmed by the choice on offer and are struggling to see significant differentiation between providers.For providers,these indications underline the importance of ensuring t

174、hat service offerings are simple to understand,install and customize.While the principle of the bundle remains critical to winning new customers,the reality is that long-term satisfaction and loyalty hinge on service offerings being straightforward to use.Instill greater confidence in digital custom

175、er journeys Customer journeys still rely heavily on call center interactions and retail store visits,reflecting the continued importance of human advice.Meanwhile,many households dont feel that chatbots are adding value.To build more confidence into customer journeys,it will be critical to improve t

176、he appeal of digital purchase and support tools,and remove the friction in transferring support from digital only to digitally assisted channels.Consumers expect better combinations of agent and digital interactions alongside better explanations of the role played by AI in more sophisticated digital

177、 tools.4.5.34How will you stand out in todays crowded digital home market?34How EY can help Commercial excellenceEY teams can help organizations define and implement sustainable growth strategies through improved sales,marketing and service approaches that drive better financial outcomes such as pro

178、ductivity,profitability and market share growth.Customer experienceOur experienced EY teams can enable organizations to deliver differentiated experiences for users,customers and employees to drive advocacy and lifetime value.We help organizations to put“Humans at the Center”,design and implement en

179、gaging and frictionless omnichannel experiences and reimagine the enterprise with the right data,technology and front office capabilities.Product and service innovationEY teams can support organizations to discover,define,deliver,launch and scale products and services for purposeful growth and long-

180、term sustainable value.For further inquiries,please contact:35How will you stand out in todays crowded digital home market?Cdric ForayEY Global Telecommunications Leader Adrian BaschnongaEY Global Technology,Media&Entertainment and Telecommunications Lead Analyst Adoption drivers and barriersEY|Buil

181、ding a better working worldEY exists to build a better working world,helping to create long-term value for clients,people and society and build trust in the capital markets.Enabled by data and technology,diverse EY teams in over 150 countries provide trust through assurance and help clients grow,tra

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184、mber firms do not practice law where prohibited by local laws.For more information about our organization,please visit .2024 EYGM Limited.All Rights Reserved.EYG no.009239-24Gbl 2409-10354-CSED NoneThis material has been prepared for general informational purposes only and is not intended to be relied upon as accounting,tax,legal or other professional advice.Please refer to your advisors for specific