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Potential Demand for Internet-delivered Services Sized at $25 billion
Released today, the study, "Customers at the Gate: Mounting Demand for Broadband-enabled Services," found that 44% of U.S. households are willing to pay for entertainment services, 42% for communications services, and 39% for education services. "While our hypothesis going into the research was that we would find demand for a variety of entertainment, education, and communications-related services," said Kathryn Korostoff, Sage's President. "Even we were astounded by how many households reported willingness to pay." The research shows that many of the services with broadest appeal are those most likely to have a high degree of multimedia content. For example, 15% of US households would pay for continuing education. Delivered over the Internet, continuing education would typically include video (for example, lectures) and even application sharing (for example, to simulate a classroom or study group environment). Cisco has pursued as it top public policy goal the widespread adoption and deployment of broadband worldwide. The adoption of broadband contributes to worker productivity and company efficiency and can be directly tied to a nation's gross domestic product (GDP) growth. "The willingness of U.S. consumers to pay for services that broadband can deliver presents a challenge and an opportunity," according to Laura Ipsen, Vice President of Cisco Systems, Worldwide Government Affairs. "Consumers must have true broadband of 1.5 Mbs and above to achieve the real benefits of these emerging multimedia applications," Ipsen said referring to such applications as e-learning, videos-on-demand and video-conferencing. According to accepted data, most U.S. Internet users operate using dial-up and only 10% have DSL or cable. "Today, home U.S. broadband is about at 256 Kbps," said Ipsen. "Speeds of at least five times greater than that are going to be required for an enjoyable consumer experience." Cisco, in a consortia led by TechNet (www.technet.org), recently announced its U.S. Broadband 2010 strategy. By 2004, an interim goal of 6Mbs per household was sought, with 100Mbs to 100 million homes the stretch goal to be reached by 2010. In addition to identifying which services US households are willing to pay for, the study also examines how much they are willing to pay per service. For example, the study found that the most common price consumers are willing to pay for an Internet-delivered unified messaging service is $10 per month. As another example, the most common price consumers are willing to pay for Internet-delivered movies on demand is $5 per movie. The calculation of a $25 billion annual potential is estimated based on the percent of households likely to buy each service multiplied by the most common price they are willing to pay. For this groundbreaking study, 600 US households were surveyed. The sample was carefully designed to ensure the results would be representative of average US households based on actual US census data. The complete results are available in a white paper (http://newsroom.cisco.com/dlls/tln/), which also details the research methodology. For more information on Cisco's policy position on broadband deployment, please visit: www.cisco.com/gov. |
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The first comprehensive survey of Internet-delivered services that US households want, conducted by Sage Research, Inc. and commissioned by Cisco Systems, Inc., reveals that many consumers are willing to pay for education, entertainment and communications services that high-speed, always-on broadband connections can deliver.