Broadband decisions: What drives consumers to switch

The Federal Communications Commission's April 2010 survey sought to understand the context surrounding people's decisions about their home broadband service. Specifically, the survey explored the considerations people have in mind when contemplating or making a change in broadband service. This involved asking people who have not switched service providers whether they considered doing so and what influenced their decision to stick with their provider.

For those who have switched service, the survey inquired about why they did so and how the process of changing service went for them. The survey found that, at least in the prior three years, a minority of home broadband subscribers switched service providers. The survey also found that there are things that inhibit users from switching service, such as the need to pay set-up fees for new service and the basic hassle of making a switch. Those who have switched broadband providers are typically looking for better price or performance, and very few switched because they want additional features from their providers such as more email accounts or online storage.

Here are the survey's main findings:

• Just over one-third of Internet users changed their service provider in the prior three years.
• Among those who have not switched Internet service providers (ISPs) in the prior three years, few have considered making a change in ISP service.
• Among broadband users who say they have a choice of Internet service providers, a minority would seriously consider switching to a provider in their area and a majority thought it would be at least somewhat easy to do.
• Financial and non-financial factors, such as installation fees or the hassle of getting new service, can inhibit consumers from changing service.
• Internet users who have switched service in the past three years cite a desire for better service or price as a reason for their change. Very few of those who changed service said it was because they wanted more features from their provider, such as more email accounts or online storage.