Gigabit or GigaWhat? There is Work to Do Regarding Ultra-Broadband Services

[Commentary] In partnership with Pivot Group, we recently published some market research that examines these issues surround consumer perception and acceptance of Gigabit services, entitled GigaWhat? US Broadband Awareness, Needs and Perceptions Study.

Close to 9 in 10 Internet subscribers (87 percent) had never heard of Gigabit Internet before being asked about it during this survey, highlighting a real education need for service providers who intend to launch Gigabit service. Over half (54 percent) of Internet users don’t know that a Gigabit is faster than a Megabit. “Service providers spend an awful lot of time and marketing spend emphasizing speed, but this research reveals consumers are confused regarding speed references and perceive that their current speed package is sufficient,” says Dave Nieuwstraten, president of Pivot Group and co-author of the study. “The introduction of Gigabit services into a given market will require significant customer education and effective marketing techniques to help achieve adoption success.”