performance and reliability; cost of service; customer service; billing; and offerings and promotions.
The study finds that the percentage of Internet customers who subscribe to cable modem service has increased to 41 percent in 2008 from 36 percent in 2007. DSL penetration among Internet customers has also increased to 30 percent in 2008 from 27 percent in 2007. The share of Internet users that still subscribe to dial-up service has continued to decrease and now
accounts for only 25 percent of Internet subscribers, a decline of 10 percentage points since 2007.
"Customers now view Internet service as a necessity - not a luxury - and they're looking for faster products capable of handling higher bandwidth," said Frank Perazzini, director of telecommunications at J.D. Power and Associates. "As more movies, television shows and videos are being offered online, Internet users are looking for faster, higher quality connections to view content. With both cable modem and DSL service providing faster Internet capabilities than dial-up, users are interested in finding the best service, at the best speed, between the two connection types."
The study finds that the number of Internet service customers who consider themselves loyal to their provider has decreased significantly among high-speed customers to 30 percent, from 42 percent in 2007 and to 36 percent from 51 percent in 2007 among dial-up customers. Cost savings is cited by 69 percent of high-speed Internet service customers and 40 percent of dial-up Internet customers as the main reason they would consider switching providers.
"Even when customers aren't necessarily dissatisfied with their current provider, they're willing to switch to another provider if they find a better deal," said Perazzini. "With the current economic uncertainty, and the introduction of several competitively priced high-speed service offerings, building customer loyalty should be at the forefront of every Internet provider's 2009 initiatives."
Dial-Up Internet Service Segment Rankings
EarthLink Net (which includes EarthLink and PeoplePC subscribers) ranks highest in the dial-up segment with an index score of 633 on a 1,000-point scale, performing particularly well in customer service, billing, and performance and reliability. United Online (630) and MSN (602) follow EarthLink Net in the rankings.
High-Speed Internet Service Segment Rankings
In the 2008 study, high-speed Internet providers are examined in four regions:
East Region: Cablevision ranks highest with a score of 650, performing particularly well in offerings and promotions and performance and reliability. EarthLink follows in the rankings with 643, and Embarq ranks third with 634.
South Region: With a score of 670, Road Runner (delivered by Bright House Networks) ranks highest, performing well in cost of service, customer service and billing. Verizon (663) and Insight (661) follow in the region.
North Central Region: Performing particularly well in all five factors driving satisfaction, WOW! ranks highest with 702. Cincinnati Bell follows with 665, and Cox ranks third with 663.
West Region: Cox Communications ranks highest with 641, performing particularly well in performance and reliability and billing. EarthLink (630) and Verizon (625) follow in the ranking.
The study also finds the following information:
- Customers who use online billing experience fewer billing errors and have higher satisfaction scores compared with the average customer. Overall satisfaction among dial-up customers who receive online bills is 47 points higher, on average, than among those who receive only paper bills. Similarly, the satisfaction scores of high-speed customers who receive online bills are 21 points higher, on average, than those who receive paper bills.
- Among Internet customers, 65 percent report bundling their Internet service with one or more telecommunications services, compared with 52 percent in 2007.
