Facebook Twitter YouTube Instagram LinkedIn Wikidata
Category:

The Untapped Fiber Customer: Behaviors in the Middle

Home Sweet Connected Home

Based on a survey of nearly a thousand internet customers, more than 70% of mid- and fiber-tier respondents described their residence as a freestanding home. Just over 80% of mid- and fiber-tier respondents share their home internet with at least one other person (this number drops significantly for the basic tier).

Odds are likely that they are sharing service with a roommate or significant other, but what about kids? Only around one third of mid-tier respondents have at least one child under 18 in their household, compared to nearly half of all fiber-tier respondents.

As bandwidth becomes more of a household concern, marketing fiber as a proactive solution to growing households and multiple internet-connected devices could be effective at convincing mid-tier respondents to upgrade.

A More Reliable Offer

To better understand if mid- and fiber-tier customers differ greatly in terms of their home internet usage, our survey asked respondents to describe how frequently they used their internet for common activities like streaming video, video chatting and online gaming. The comparison chart illustrates that fiber-tier respondents tend to be more frequent internet users, but the types of activities actually mirror those of mid-tier respondents. The most frequently reported activity was researching products or services, with 86% of fiber-tier respondents and 71% of mid-tier respondents claiming to perform this task on a daily or weekly basis.

telecom fiber

The marketing insight is that mid- and fiber-tier respondents engage in internet activities at similar frequency levels, so mid-tier customers will most likely be open to a messaging strategy centered on how fiber can increase the reliability of the most frequently performed internet activities for all members of their household.

Know Your Audience

Mid- and fiber-tier respondents heavily resemble each other in both household makeup and frequency of internet activities. But this is good news. It means the right strategic message can bridge the gap and help move mid-tier users into the fiber tier.

Part three of this series will examine the primary frustrations that mid- and fiber-tier respondents have with their home internet. In the meantime, please reach out to our agency, and we’ll help you understand how our research results can be applied to your audience for more awareness, conversions and marketing success. Missed part one? Check out our insights on customer confusion.

Before Your Next Promotion

  • Do you know the makeup of your mid-tier customer households?
  • What kind of households does your marketing target?
  • What kind of internet activities does your fiber marketing reference?

 

Trone Brand Energy is an audience-driven, full-service advertising agency in High Point, North Carolina. Our agency specializes in the telecommunications industry and has extensive experience in developing audience insights, brand strategies, marketing materials, digital and social media, neighborhood activation plans and more for telecom clients. Contact us to see how we can partner with your company to find the right audience and deliver the right message using The Firefly Effect™. 

Related Articles

Increasing Meaningful Interactions with White Space
Digital | Insights | Interactive Design | User Experience | Websites

Increasing Meaningful Interactions with White Space

Would you rather hear a bedtime story read by a master storyteller or a master auctioneer? Pauses, variance in speed and dynamic inflection can help captivate an audience during a story. 

Drupal vs. WordPress
CMS | Content | Content Management | Digital | Drupal | Insights | WordPress

Drupal vs. WordPress: Choosing the Best CMS for your Website

WordPress and Drupal are both content management systems (CMS) that have been around since the early 2000s. Both are open-source (meaning that the source code is made freely available and can be modified and redistributed) and have a strong community of developers who help extend the core functionality with additional modules/plugins.

Common SEO Traps
Digital | Digital Marketing | Insights | Search | Search Engine Marketing | SEO

Common SEO Traps & How to Avoid Them

Search Engine Optimization, or SEO, is key for ranking high on search engines and driving organic traffic to your website.

developing a creative brief
Advertising | branding | Branding | Creative Brief | Insights | Strategic Thinking

New Thoughts for an Evolving Creative Brief

We believe that the creative brief, like most things in marketing, is a living, responsive document that changes with time. This means that in order to develop a creative brief, we must continually challenge our own thinking to deliver more relevant strategies to account for the increased complexity of the marketing mix.

Looking for a little firefly magic for your brand?

High Point

1823 Eastchester Drive
High Point, NC 27265

336.886.1622
Cary

201 Shannon Oaks Circle

Suite 202

Cary, NC 27511