Survey Says: Wi-Fi’s Worth the Money

Consumers around the world are clamoring for stronger, faster and easier-to-use Wi-Fi services and they are willing to pay to get them, according to a recent study conducted by IE Market Research. What’s more, subscribers are willing to give up some of their privacy if it means a better customer experience with personalized offers. IE Market Research queried 4,070 pay TV customers in 11 countries from Feb. 16 to March 23, according to Nizar Assanie, vice president of IE Market Research. “The survey was one of the most robust and comprehensive studies on WiFi and big data analytics to date,” he said. Among its findings:

• The biggest problems with Wi-Fi service are coverage outside the home and poor connection speed.
• Consumers are willing to pay for carrier grade Wi-Fi service.
• Users are also willing to give up personal information and pay more for personalized customer care.
• The survey underscores a universal truth in the business: In order to increase subscriber growth, cable operators must invest more.