VOIP服務作美國用戶調查之報告英文VoIPPRResearch:

PublicOpiniononVoIPAT&TCustomerInsightsGroupJanuary,2004

Thegoalofthisstudy,commissionedbytheAT&TCustomerInsightsgroupwastomeasureconsumerawareness,perceptionsandinterestinVoIP.TheIpsos-InsightPhoneOmnibuswasusedtofieldthesequestionsamongabroadlyrepresentativesleofhouseholds.Atotalof1001consumerswereinterviewedbetweenJanuary16throughJanuary18,2004.Ipsos-Insightisamulti-clientphonestudy.Thequestionnaireincludesquestionsinvariousnon-competingtopics,andallclientsshareinthedemographicandclassificationdataprovided.Asleof1,000nationallyrepresentativehouseholdsarecontacted.Thelengthofthephoneinterviewisapproximately15minutes.Thesleincludeshouseholdswithandwithoutinternetaccessathome.Background3SummaryofFindingsAwarenessoftheconceptofVoIP,whilebroadisalsodiffuseandhighlydependentontheterminologyusedtodescribedtheideaofaphoneserviceofferedviatheInternet.NearlythreequartersofconsumershaveheardofVoIPservice,primarilyreferredtoasBroadbandPhoneServiceorInternetTelephony(seep.6ForbreakdownoftermsusedtoassessVoIPawareness).OnequarterofconsumersbelievesomeoftheirstandardcallshavetraveledovertheInternet.AT&Tiswellpositionedtobecomealeaderinofferingtheservice.Mostconsumerswouldbelikelytopurchasetheservicefromanestablishedcompany.WhilehalftheconsumersintervieweddonothaveanycompanytheyassociatewithVoIP,AT&Treceivedthemostmentionsat17%.Giventhehighertechnologyassociation,VoIPisseenassomewhatmoreappropriateforbusinessuseatthistimeversususeforconsumers.ThekeybenefitofVoIPisseentobealowerpriceforphoneservice.Meanwhile,achiefbarrierislosingserviceduringapoweroutage.Limitedhandlingof9-1-1callsandtheinconvenienceofswitchingtoacableorDSLISPservicetoaccessVoIParealsoconcerns.4SummaryofFindingsCurrentVoIPusageislow,butitispoisedtogrowgiventhepositivereceptionitisreceivingacrossvariousconsumertypes.About6%ofconsumersawareofthetechnologyreportpresentlyhavingVoIPserviceathome,whichtranslatestoabout4%ofthetotalpopulation.Theseuserstendtoprofilesimilarlytonationalaverages(males/femaleswithameanageof42),althoughtheyover-indexonHispanicethnicityandarelesslikelytobeCaucasian.TheyareheavierInternetandphoneusers.Two-thirdsofnon-usersawareofVoIPwillconsiderusingtheserviceinthenextyear.Non-usersinterestedinVoIPdifferslightlyinthattheyaremorepredominantlyCaucasian.Incontrast,thosedisinterestedinVoIPtendtobeolder,female,andspendlessontheirphoneservice.VoIPisseenasareplacementfortheprimaryphoneby63%ofconsumersinterestedintheservice.Consumersareawarethatthistechnologyisonitsway,andthereisgreatexcitementsurroundingVoIPNearly50%believecommunicationswillmovetotheinternetwithinthenext2years.Approximately2of3peoplebelieveVoIPwillchangethewaypeoplecommunicate.AmajorityofconsumersexpectVoIPtomakeanimpactintheirlivessimilartopopularadvancessuchasdigitalmusicorflatscreenTVs.5DETAILEDFINDINGS6Almostthree-quartersofhouseholdshavesomeawarenessofVoIPasaconcept,mostlywhenitisdescribedasInternetTelephonyorBroadbandPhoneService.AwarenessofVoIPTerminology(n=1,001)Thereareanumberofadvancementshappeninginthetelecommunicationsindustrytoday.Wewouldliketoaskifyouhaveheardofanyofthefollowingterms…7OnequarterofconsumersbelievesomeoftheirstandardcallsinthepasthavetraveledovertheInternet.MostconsumersawareofVoIPareunsureifitispresentlyavailableintheirarea.BeliefinPastInternetCallingandAvailabilityofVoIPBelieveVoIPisCurrentlyAvailableinHomeArea(amongthoseawareofVoIP,n=741)BelieveStandardPhoneCallshaveTraveledOvertheInternetinthePast(n=1001)8Currently,VoIPisconsideredmoreappropriateforbusinessusethanforconsumers(73%versus46%).PerceiveVoIPforBusinessorConsumerUse(amongthoseawareofVoIP,n=741)ConsumerUseBusinessUse9AT&TappearstobetheleadingfirmassociatedwithVoIPservice,althoughonlyat17%.OtherfirmsofnoteincludeVerizonandAOL.CompaniesAssociatedwithVoIP–TopMentions*(amongthoseawareofVoIP,n=741)MoreLikelytoPurchasefromEstablishedCo.orStart-UpSpecializinginVoIP*Mentionsof2%orlessnotshown10AcheaperphonealternativedrivesinterestinVoIP.Barriersincludelosingserviceinapoweroutage,followedbyquestionablehandlingof9-1-1callsandrequiringacablemodemorDSLtouse.AgreementwithPositive/NegativeAspectsofVoIP(amongthoseawareofVoIP,n=741)PositiveAttributesNegativeAttributes11MostconsumershaveyettouseVoIPathome(93%).Amongthosethatdo,theyaremoreavidcommunicators,spendingmoretimeontheInternetandonthephone.Theyalsotendtoover-indexonHispanicethnicity.VoIPUsageandProfiles(amongthoseawareofVoIP,n=741)UseVoIP(43)DoNotUseVoIP(688)Gender(%male)48%51%MeanAge42.243.7RaceWhiteHispanic63%17%87%4%InternetUseNone3-<4hrs/day4+hrs/day7%16%21%28%3%8%Timespendonphone(4+hrs/day)13%4%LD/LocalSpending($100+/mo)21%6%UseforPrimaryPhoneLine 52%UseforSecondaryPhoneLine 44%Don’tknow 4%Significantlygreateratthe95%level.12VoIPgarnersstrongconsiderationamongnonusers.Overall,themajorityofthoseinterestedwillconsiderVoIPtoreplaceaprimaryline(63%).VoIPConsiderationinNextYear–AmongNonUsers(n=698)W