Consumers Dubious About Wi-Fi Promises: EY
Network availability remains an issue for many consumers worldwide, with more than 30% of households reporting access issues in a recent Ernst & Young Global (EY) survey. It was the same figure as reported four years earlier, speakers said Wednesday…
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during a Mobile World Live webinar. “Consumers are very alert to service guarantees” and 42% of households think that Wi-Fi performance promises, such as whole-home coverage, are misleading or inaccurate, said Adrian Baschnonga, EY lead analyst-technology, media and telecommunications. Predictable pricing “is very much in focus” and 72% of respondents think carriers should do more when offering pricing guarantees, he said, adding that North American respondents led that sentiment. Brand-trust is playing a bigger role in purchasing decisions for streaming platforms and smart home technology, and is now the top driver for connected-home devices, overtaking attractive pricing, Baschnonga said. For streaming, brand-trust ranks fourth, up from seventh last year, he said. More than half of consumers express concerns that broadband monthly subscription rates will increase and nearly as many believe they pay too much for content they don’t watch. EY found that 44% of households would be willing to pay more for content aggregation services, up from 40% last year, and “a rising proportion would also be willing to pay more for broadband that comes with better customer service or a backup option in case of outages.” EY found that when assessing value consumers get for their money, mobile and broadband connectivity scores best, while smart home technologies “lag.” Consumers are also increasingly willing to stop paying for streaming services, he said.