Consumer Behaviour in New Zealand Telecommunications Market – Demand Side Study Prepared for “The Future with High Speed Broadband: Opportunities for New Zealand” Conference February 2012 Please direct any queries to Jonathan. Hackett@roymorgan. com Roy Morgan Research – Level 5, 52 Swanson St, Auckland 1010 Telephone: (09) 912 7032 © Roy Morgan Research
Content Introduction 3 Survey details 4 Broadband satisfaction 5 Interest in new services 6 Willingness to pay 8 Barriers to uptake 11 Key messages 13 Appendix 15 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 2
Introduction The New Zealand Commerce Commission is conducting a study into the demand for high speed broadband. The study aims to identify issues that might affect the uptake of high speed broadband in New Zealand. Further information about the study is available at: http: //www. comcom. govt. nz/high-speed-broadband-services-demand-side-study/ As part of this study, Roy Morgan Research was commissioned to undertake a survey on aspects of consumer demand for high speed broadband, including: • Satisfaction with current broadband services • Interest in new services that would be enabled by high speed broadband • Willingness to pay for high speed broadband • Barriers to uptake of high speed broadband • Consumer understanding of key broadband characteristics • Sources of information on the potential benefits of high speed broadband © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 3
Survey Details Methodology: The Single Source methodology is both a mail-out questionnaire as well as a short Computer Assisted Telephone Interview (CATI). The customised questionnaire was carried out using a CATI methodology from Roy Morgan’s call centre in Melbourne. Time period: The fieldwork for the customised questionnaire was carried out between October 17 th and November 4 th, 2011. Qualifying Respondents: The qualifying respondents for the customised questionnaire had to meet all of the following criteria: • Single Source recontacts from May 2010 – April 2011 • Has a fixed line at home • Has a mobile phone • Has broadband • Internet account was included on last home telephone bill Quotas and weighting: Age by gender by North/South Island quotas were implemented for this project. The sample was also post-weighted to account for an urban/rural split. This allowed us to obtain a nationally representative sample. Sample size: The final sample size for the customised questionnaire was 1, 053. © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 4
Broadband satisfaction Thinking about your current broadband internet service, please tell me how satisfied you are with the following? • There is widespread satisfaction amongst NZ connected consumers with most aspects of current broadband services. • There are no significant regional differences in satisfaction levels. Satisfied Neither satisfied nor unsatisfied Unsatisfied Can’t say Base: Has broadband, n=1, 037 base for coverage on mobile phone: has broadband on mobile phone, n=351 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 5
Interest in new services How interested, on a scale from 1 to 10, might you be in subscribing to each service, assuming that it was not too expensive? • Greatest interest amongst NZ connected consumers is in HD movies & TV on demand in real time education. • There are no significant regional differences in interest in new high speed broadband services. Interested Neither interested nor uninterested Uninterested Can’t say Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 6
Interest in new services How interested on a scale from 1 to 10, might you be in subscribing to that service, assuming that it was not too expensive? By Age By Gender • Interest in new services is greater amongst the youngest respondents and declines amongst the older respondents. However, the exception is the doctor’s consultation over the internet (refer to the blue bar). • Women are more interested in HD virtual real time education than men, while men are more interested in HD interactive gaming. HD Movies and TV on demand over broadband HD virtual real time education HD Video conference calls over broadband A doctor’s consultation over the internet HD interactive gaming Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 7
Willingness to pay How much more than you currently pay per month, would you be willing to pay for broadband internet that enabled you to use these services? • There is a limited willingness to pay much more for high speed broadband, with only 19% of NZ connected consumers willing to pay over $10 more per month. Up to $5 more per month $5 to $10 more per month $11 to $20 more per month Over $20 per month Can’t say Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 8
Willingness to pay How much more than you currently pay per month, would you be willing to pay for broadband internet that enabled you to use these services? By Age By Gender • Men are more willing to pay a higher amount for high • Willingness to pay for high speed broadband declines speed broadband than women. This ties into the fact amongst the older age groups. This ties into the fact that the that men spend more time using the internet than 50+ New Zealanders are less interested in new high speed women on average. broadband services and spend less time on average using the internet than the younger New Zealanders. Up to $5 more per month $5 to $10 more per month Over $10 more per month Can‘t Say Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 9
Willingness to pay How much more than you currently pay per month, would you be willing to pay for broadband internet that enabled you to use these services? By interest in new services By region • People interested in at least one new service are willing • Consumers in Auckland, Wellington and Christchurch are willing to pay a higher amount for high-speed broadband to pay more for high-speed broadband that enables them to use these new services. This ties into them to use these new services. the fact that people in these cities earn a higher income on Interested average than those in provincial and rural areas. Up to $5 more/month $5 to $10 more/month $11 to $20 more/month Over $20 more/month Not interested Can’t say Up to $5 more per month Over $10 more per month Base: Has broadband, and either interested in at least 1 or not interested in any n=882 $5 to $10 more per month Can‘t Say Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 10
Barriers to uptake If you were to find that having broadband that enabled you to use these services would require one or more of the following, to what extent would these be a barrier? • Barriers that involve additional costs are the most significant for NZ connected consumers. • There are no significant regional differences in barriers to uptake. Significant barrier Minor barrier Not a barrier Can’t say Base: Has broadband at home, n=1, 035 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 11
Barriers to uptake If you were to find that having broadband that enabled you to use theses services would require one or more of the following, to what extent would these be a barrier? By Gender By Age • Low monthly data caps are not as significant a barrier to respondents over the age of 50 as to the younger ones. This ties into the fact that New Zealanders over the age of 50 spend much less time using the internet. • Disruption of rewiring premises is more significant a barrier to female NZ connected consumers than to males. This ties into the fact that women in NZ are more “house proud” than men. * Cost of rewiring premises Disruption of rewiring premises Upgrading IT equipment Changing service provider Paying a penalty Low monthly data caps * Single Source data shows that 49% of NZ women agree with the statement “I can’t relax until I know the house is clean and tidy” compared to 29% of NZ men agreeing with this. Base: Has broadband at home, n=1, 035 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 12
Key messages – New Zealand Consumers Broadband satisfaction • NZ connected consumers have expressed widespread satisfaction with most aspects of their current broadband services. • A slightly lower level of satisfaction in the provincial and rural areas is driven by lower satisfaction levels of data caps and the time taken to download/upload files. New broadband services • HD movies and TV on demand as well as HD virtual real time education are likely to be the greatest drivers to uptake. • This is particularly true for connected consumers under the age of 50. © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 13
Key messages – New Zealand Consumers Willingness to pay • NZ connected consumers have shown a limited willingness to pay for high speed broadband that enables them to use these new services. • Willingness to pay declines amongst the older age groups. Barriers to uptake • NZ connected consumers have identified several barriers to high speed broadband uptake. • The most significant barriers are those that involve additional costs. This includes both one-off costs, as well as ongoing costs. • There also differences when looking at the gender and age split, with connected consumers under 50 being more concerned with data caps and female connected consumers being more concerned with the disruption of rewiring the premises. © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 14
Thank you! For further information, please contact: Jonathan Hackett Email: jonathan. hackett@roymorgan. com Tel: (09) 912 -7032 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 15
Understanding of Broadband Characteristics Thinking of all your recent experiences with broadband, please say whether you understood the following characteristics of your broadband usage experience • Data caps, maximum and minimum speeds were largely understood, while latency and jitter were generally not understood. Understood precisely Understood a little Didn’t understand Can‘t Say Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 16
Source of Information on Potential Benefits of High-Speed Broadband If you wanted to get information about the potential benefits of faster broadband services, where or from whom would you seek it? • The most popular place to seek information on the potential benefits of high-speed broadband is the internet, followed by internet service providers. Advertising is quite unpopular. • Younger broadband users are more likely to use the internet as a source of information, whereas older broadband users are more likely to ask their Internet Service Providers. Base: Has broadband, n=1, 037 © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. www. roymorganonlinestore. com 17
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