At a time when consumers are keeping such a close eye on their outgoings, it has never been more important to understand what they think about TalkTalk products and services.
My team, Consumer Insights, helps TalkTalk keep an open dialogue with our customers and potential customers. This dialogue helps us to make informed decisions about our business.
One of the areas that our exec team are quite interested in is how vulnerable are our broadband revenues given the amount of cost cutting consumers are engaging in due to the economic downturn. Recently, market research company YouGov surveyed people with a broadband connection at home and asked them to characterise how they felt about their home broadband connection*. They got the following results back:
When YouGov asked a similar question about consumers’ views on their mobile phone packages they got these results back:
I can remember only a few years ago when a broadband connection was seen as a luxury, aimed only at the very well off. However, the proliferation of affordable broadband deals combined with the explosion of useful broadband content and tools has made broadband a tool that surpasses even the ubiquitous mobile phone in terms of its importance to the lives of UK consumers.
* Source: Caroline Gaskin, Consulting Director, Technology and Telecoms – "When the going gets tough, do the tough get online? Or get mobile? Or go AWOL?" Presented at the YouGov Credit Crunch Conference, November 2008.
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Anonymous
Derek Eccleston
jane fleming