The research also analyzed consumer perceptions on the value of WiFi, indicating that consumers in the United States and Canada would pay 9.5% more per month for broadband Internet if it included carrier-grade WiFi access outside the home.
Among the findings:
- Pay TV continues to surpass OTT in customer service (93% of respondents preferred their pay TV provider, compared to 7% for OTT); content (88%); and video quality (81%).
- A single source to access and view all content could stem cord-cutting and cord-shaving. Some 23% of U.S. and Canadian respondents who subscribe to both pay TV and OTT providers are considering canceling (3.5%) or reducing (19.8%) the amount spent on pay TV services. However, 51% of these potential cord cutters or cord shavers would maintain their spend with their pay TV provider if they delivered a single source to easily search, discover and watch all of their content, including OTT online video services.
- Respondents in the United States and Canada are willing to pay, on average, 9.5% more for their broadband Internet if service providers offered carrier-grade WiFi outside of the home - defined by good connection speed, seamless connection across various WiFi access points, automatic handoff to cellular networks and automatic login.
- Some 77% of respondents in the United States and Canada would consider replacing their mobile voice/data plan with a "WiFi first" plan (i.e., using WiFi as their default network for mobile connectivity). Of that total, the top three reasons given for considering switching to a WiFi first plan were: if the services provided the same access and coverage as mobile (cited by 26% of respondents); if the primary use is Internet/mobile data rather than voice (16%); and if it provided better speed and quality than mobile (13%). Only 20.5% of respondents said they would never consider replacing their mobile plan with a WiFi first plan.