New research from Parks Associates outlines that more than 12 million U.S. households have canceled home broadband service, opting to use mobile broadband-only. The report, titled Adoption and Perception of Broadband, cites that more than 15 million U.S. households have only mobile broadband service (up from 600,000 in 2015), including three million households that never had a home internet subscription.
Three factors are at the top of the list for the exodus. “High cost is the most prominent issue driving households to cut the cord and go mobile-only, although service-related issues, from slow speeds to poor customer experience, also contribute,” said Kristen Hanich, Senior Analyst, Parks Associates.
With the pandemic increasing at-home activity like remote work and schooling, customers are more focused on broadband speeds. Hanich added that as of September 2020, 9 percent of U.S. broadband households had upgraded service, with COVID-19 being the primary reason for 80 percent of upgrades. She said that although the Net Promoter Score for all service providers increased year-over-year from 2019-2020, customer service and innovative value-added offerings are required to grow and maintain subscriber bases.
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