A recent study from Horowitz Research highlights the competitive threat that fixed broadband services pose to cable broadband offerings, following data showing that cable operators will lose broadband subscribers for the first time in history in 2023. became.
The survey found that multicultural households are aware of the service and prefer it over traditional cable Internet access.
Horowitz Research's recent study, “The State of Media, Entertainment, and Technology: Disruption,” found that as mobile providers such as T-Mobile and Verizon make 5G wireless home Internet available in more markets in the United States, multicultural We found that there is increasing awareness of this service among households.
Approximately two in three multicultural consumers who do not yet have 5G wireless home internet have at least some knowledge of the service (62% of Blacks and 68% of Latinos and Asians) This confirms that recent marketing and advertising drives by mobile providers have been successful. The report also mentions 5G home internet.
The survey found that nearly 6 in 10 Black (59%) and more than half (55%) of Latinx and Asian 5G wireless home internet subscribers chose their company's ISP compared to their previous ISP. We also found that respondents say 5G services are better. Additionally, the survey found that approximately one-third of each segment feels that 5G service is about the same as broadband in terms of quality. Asian and Latino subscribers are slightly more likely than black subscribers to feel that traditional broadband is better than his 5G.
“To say that 5G wireless home internet is a real competitive threat to broadband and fiber services is an understatement,” said Adrianna Waterston, EVP and Insights and Strategy Lead at Horowitz Research. “Our data shows there is an appetite for more competition in the home Internet space, with wireless providers increasingly targeting multicultural They're marketing very aggressively to appeal to their audience, and given that 5G wireless is being touted as the highest quality internet at a more affordable price, they're determined to offer value for money. Focused maintenance efforts are key.”
As 5G coverage expands to more areas across the country, it will become imperative for broadband providers to retain multicultural subscribers, the researchers said.
The study found that more than half of Black (56%), Latino (55%), and Asian (60%) consumers who do not currently subscribe to 5G wireless home internet are likely to consider 5G home internet in the future. Most respondents answered that they are very likely to do so, or that they are very likely to consider it. Contact your mobile phone provider when it becomes available in your area.
The full State of Media, Entertainment, and Technology: Disruption 2023 report explores the evolution of new and potentially game-changing disruptive technologies, including over-the-air (OTA) antennas, wireless 5G home internet services, and piracy. We track the market. and password sharing. The report is based on a survey conducted in the third quarter of 2023 among 1,531 adults over the age of 18 who are involved in decision-making regarding TV and internet services at home. Data is weighted to ensure results are representative of the entire U.S. population. This report is available in Total Market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.