What is home broadband worth? $70 monthly or $10? Depends who you ask.

Fierce Telecom reports on recent research from JD Power…

Fixed and wireless broadband customers cited price as the number one reason they would switch service providers in a new J.D. Power study, and it appears most have a particular price point in mind.

The takeaway comes from J.D. Power’s 2022 U.S. Residential Internet Service Provider Satisfaction Study. The report analyzes consumer sentiment and operator achievement across five categories: performance and reliability, cost of service, billing and payment, communications and promotions, and customer care.

And what’s that price?

He added consumers seem most satisfied if their service cost $70 per month or less. After that “we see a meaningful drop off” in satisfaction, Greenblatt noted.

Practically speaking, that means most consumers are shopping operators’ mid-tier plans. For instance, AT&T and Verizon both offer 500 Mbps fiber plans for less than $70 (or, in Verizon’s case, a gig if you have an eligible 5G plan with them). Comcast offers a 600 Mbps plan at that price point, though its 1.2 Gbps plan is also in reach if you apply autopay. Meanwhile, T-Mobile’s fixed wireless home internet is $55 per month for typical download speeds of between 33-182 Mbps.

But let’s compare that to a report from NTIA earlier this month where they surveyed non-broadband households …

Answers to the new question showed that the mean price offline households wanted to pay was approximately $10 per month, though it’s worth noting that three in four households gave $0 or “none” as their answer.

Interestingly, households citing expense as their main reason for non-use were more willing to pay some amount for home Internet service, with a mean reported price of $16 and 54 percent responding that they would only purchase home Internet service if it were $0.

In contrast, households citing a lack of need or interest in home Internet service were only willing to pay $6 per month on average, with 83 percent of the group giving an answer of $0.

That is a serious disconnect and it appears as if the difference is perceived value more than budgetary issues. There is clearly room for helpful non-users find value.

This entry was posted in Digital Divide, Research by Ann Treacy. Bookmark the permalink.

About Ann Treacy

Librarian who follows rural broadband in MN and good uses of new technology (blandinonbroadband.org), hosts a radio show on MN music (mostlyminnesota.com), supports people experiencing homelessness in Minnesota (elimstrongtowershelters.org) and helps with social justice issues through Women’s March MN.

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