10 Mbps Minimum Needed to Support Customer Broadband Expectations

  • Ovum
LONDON — In order to support their expectations of their broadband experience, the majority of fixed line consumer broadband users surveyed need a download speed of at least 10 Mbps, according to new research by Ovum, a global technology research and advisory firm.Looking at fixed line consumer broadband, the best consumer experience is supported by three key factors:

  1. a download speed of at least 10 Mbps;

  2. a stable and reliable network that delivers content with a wait time of no more than three seconds; and

  3. outstanding customer service that can resolve most customer issues at the first point of contact.

The research, which combined a consumer survey with quantitative market data on the fixed broadband market in 30 countries, confirmed the rise of SD and HD video as a commonplace application that is driving the end-user experience, and hence the need for networks to be able to support high-quality video delivery.

“Demands on broadband service provided to consumers is compounded by the rise in connected devices," said Michael Philpott, practice leader, consumer services and co-author of the report. "Homes in mature markets were found to typically have up to four devices connected to the network, all of which have the potential to support a wide range of applications.”

Global Broadband Experience Scorecard

Using the analysis of 30 countries around the world, Ovum created a Global Broadband Experience Scorecard to compare the quality of the consumer broadband experience. This analysis has demonstrated the importance of how customers actually feel about their overall broadband experience, and how a poor experience can lead to customer churn.

The research found, globally, Sweden scored the highest level of Broadband Experience of the 30 countries researched, while regionally Europe came out on top. The analysis showed that levels and growth in broadband penetration were not the only drivers of an excellent experience, high penetration that was coupled with poorer perception of the broadband experience pulled some countries back.

Customer Churn Linked to Poor User Experience
“Ever since broadband services were launched, there has been discussion on what is the definition of broadband and how much speed do consumers really need? In 2015, the answer is at least 10 Mbps if you wish to receive a good-quality broadband experience, and a significant number of households, even in well-developed broadband countries, are well shy of this mark. With a clear link between poor user experience and customer churn, broadband service providers need to continue to invest in broadband infrastructure in order to provide their customers with the best broadband experience and maintain a satisfied customer base,” concludes Philpott.


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