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Fixed Line Telecoms Providers - UK - January 2012

“Increasingly, providers such as Virgin and Sky have been offering up triple-play and quad-play bundles featuring television, broadband internet, mobile phone contracts and fixed line contracts. For providers who do not offer similar packages, reminding consumers of the qualitative benefits a fixed line service can provide – such as closer contact with family and friends, or redundancy from a lost mobile signal – is key in order to ensure that the relevancy of the service is maintained in consumer consciousness, rather than devalued by persistent under-promotion when compared against better-publicised deals.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • Is BT’s 21st century network key to reinvigorating consumer interest?
  • Is discounting line rental a successful long-term move?
  • How can fixed networks partner with mobile carriers?
  • Does the increasing bundling of FLT risk trivialising the service?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total fixed line revenue and annual percentage change, 2005-10
              • Figure 2: FLT revenue, by income stream, 2005-10
              • Figure 3: Fixed line telecoms market forecast, 2006-16
            • Market factors
              • Local Loop Unbundling (LLU)
                • Figure 4: Fully and partially unbundled lines, 2005-10
              • Increase in mobile-only households
                • Figure 5: Mobile-only households, 2005-11
              • Increase in mobile contracts and VoIP usage allows for free voice calls
                • Figure 6: Average free minute allowance for UK mobile contracts, March 2010-June 2011
              • The consumer
                • Figure 7: Telecoms ownership, December 2011
                • Figure 8: Usage frequency, December 2011
                • Figure 9: Length of time since last switch of telephone call package provider or line rental provider, December 2011
                • Figure 10: Service and line providers, December 2011
                • Figure 11: Attitudes towards fixed line telephony, December 2011
                • Figure 12: Further attitudes towards FLT, December 2011
                • Figure 13: Potential purchasing influences, December 2011
              • What we think
              • Issues in the Market

                  • Is BT’s 21st century network key to reinvigorating consumer interest?
                    • Is discounting line rental a successful long-term move?
                      • How can fixed networks partner with mobile carriers?
                        • Does the increasing bundling of FLT risk trivialising the service?
                        • Future Opportunities

                          • Inspire Insights
                            • Trend: Life Hacking
                              • Trend: Slow It All Down
                              • Internal Market Environment

                                • Key points
                                  • Mobile connections double those of fixed line connections
                                    • Figure 14: Voice-enabled mobile subscribers* and fixed line connections, 2005-10
                                  • FLT sees higher call volumes to businesses
                                    • Figure 15: Recipients of calls made from fixed line connections in the last four weeks, 2009-11
                                  • Mobile gaining voice call volume share
                                    • Figure 16: Mobile and FLT total voice volumes, 2005-10
                                    • Figure 17: Share of total UK voice call minutes, by mobile, BT and other FLT providers, 2005-10
                                  • Providers increase broadband costs to drive bundle take-up
                                    • Figure 18: Average broadband connection costs, 2007-11
                                  • Providers fined for false billing…
                                    • …reflecting overall low satisfaction with FLT customer service
                                      • Figure 19: Service quality satisfaction of adults who have a fixed line connection, 2006-11
                                    • Regulator increases fines for nuisance or silent calls
                                      • Accessibility improvements for disabled customers
                                        • VoIP and smartphone integration resisted by UK operators
                                        • Broader Market Environment

                                          • Key points
                                            • Increased broadband penetration provides more opportunities for bundle sales
                                              • Figure 20: Broadband penetration, by age, 2006-11
                                            • Rise in older households likely to offset mobile-only younger generation
                                              • Figure 21: Trends in the age structure of the UK population, 2006-16
                                              • Figure 22: One-person and average household sizes, 2006-16
                                          • Competitive Context

                                            • Key points
                                              • Mobile-only households show six-year increase
                                                • Figure 23: Mobile-only households, 2005-11
                                              • Smartphone growth prompting greater contract take-up
                                                • Figure 24: Smartphone ownership, July 2009-July 2011
                                                • Figure 25: Average free minute allowance for UK mobile contracts, March 2010-June 2011
                                              • VoIP use is high
                                                • Figure 26: Migration into the UK, 1991-2010
                                              • VoIP services integrate more fully with social networks
                                                • Mobile data operators straining under heavy load
                                                • Who’s Innovating?

                                                  • Primus donates to trees
                                                    • Mobile Minutes
                                                      • 21st Century Network
                                                      • Market Size, Segmentation and Forecast

                                                        • Key points
                                                          • Fixed line revenues continue to decline
                                                            • Figure 27: Total fixed line revenue and percentage change, 2005-10
                                                          • Line rental provides over half of all decreasing FLT revenue
                                                            • Figure 28: FLT revenue, by income stream, 2005-10
                                                            • Figure 29: Fixed line revenue, by calls and line rental, 2005-10
                                                          • Market forecast
                                                            • Figure 30: Fixed line telecoms market forecast, 2006-16
                                                        • Market Share

                                                          • Key points
                                                            • BT equalises connections and revenue in 2010
                                                              • Figure 31: Share of FLT connections in the UK, 2005-10
                                                              • Figure 32: Share of FLT revenue in the UK, 2005-10
                                                            • Unbundled connections increasing
                                                              • Figure 33: Fully and partially unbundled lines, 2005-10
                                                              • Figure 34: Suppliers of fixed line services, 2005-10
                                                            • ‘Other’ operators vary in performance
                                                            • Companies and Products

                                                                • BT
                                                                    • Figure 35: Financial performance of BT Group plc, 2010 and 2011
                                                                    • Figure 36: Segment performance of BT Group plc, 2010 and 2011
                                                                  • Sky Talk
                                                                      • Figure 37: Financial performance of British Sky Broadcasting Group Plc, for the three months ending September 2010 and September 2011
                                                                      • Figure 38: Financial performance of British Sky Broadcasting Group Plc, for the three months ending June 2010 and June 2011
                                                                      • Figure 39: British Sky Broadcasting Group Plc subscriber statistics, for the 12 months ending June 2010 and June 2011
                                                                    • TalkTalk
                                                                        • Figure 40: Six months financial performance of TalkTalk Telecom Group Plc, ending September 2010 and September 2011
                                                                        • Figure 41: Financial performance of TalkTalk Telecom Group Plc for the 12 months ending March 2010 and March 2011
                                                                      • Virgin Media
                                                                          • Figure 42: Financial performance of Virgin Media Inc., 2009 and 2010
                                                                          • Figure 43: Virgin Media subscriber statistics, Q3 2010 and Q3 2011
                                                                      • Brand Research

                                                                        • Brand map
                                                                            • Figure 44: Attitudes towards and usage of brands in the fixed line telecom sector, November 2011
                                                                          • Correspondence analysis
                                                                            • Brand attitudes
                                                                              • Figure 45: Attitudes, by fixed line telecom brand, November 2011
                                                                            • Brand personality
                                                                              • Figure 46: Fixed line telecoms brand personality – macro image, November 2011
                                                                              • Figure 47: Fixed line telecoms brand personality – micro image, November 2011
                                                                            • Brand experience
                                                                              • Figure 48: Fixed line telecom brand usage, November 2011
                                                                              • Figure 49: Satisfaction with various fixed line telecoms brands, November 2011
                                                                              • Figure 50: Consideration of fixed line telecoms brands, November 2011
                                                                              • Figure 51: Consumer perceptions of current fixed line telecoms brand performance, November 2011
                                                                              • Figure 52: Fixed line telecoms brand recommendation – Net Promoter Score, November 2011
                                                                            • Brand index
                                                                              • Figure 53: Fixed line telecoms brand index, November 2011
                                                                              • Figure 54: Fixed line telecom brand index vs. recommendation, November 2011
                                                                            • Target group analysis
                                                                              • Figure 55: Target groups, November 2011
                                                                              • Figure 56: Fixed line telecoms brand usage, by target groups, November 2011
                                                                            • Group One – Conformists
                                                                              • Group Two – Simply the Best
                                                                                • Group Three – Shelf Stalkers
                                                                                  • Group Four – Habitual Shoppers
                                                                                    • Group Five – Individualists
                                                                                    • Telecoms Ownership

                                                                                      • Key points
                                                                                        • Only 5% of respondents do not own a mobile phone
                                                                                          • Figure 57: Telecoms ownership, December 2011
                                                                                        • Ownership of mobiles more pressing than fixed lines
                                                                                          • Figure 58: Fixed line and mobile telecoms ownership, by fixed line and mobile telecoms ownership, December 2011
                                                                                        • Younger consumers migrate away from fixed lines
                                                                                          • Figure 59: Ownership of fixed line, mobile and internet telephony services, by age, December 2011
                                                                                      • Usage Frequency

                                                                                        • Key points
                                                                                          • Mobiles most popular method of frequent communication
                                                                                            • Figure 60: Usage frequency, December 2011
                                                                                          • Regular fixed line usage does not exclude VoIP usage...
                                                                                            • Figure 61: Internet telephony service ownership, by fixed line telephone usage, December 2011
                                                                                          • ...whilst internet telephony users favour mobiles
                                                                                            • Self-employed second most likely frequent users of FLT
                                                                                              • Figure 62: Everyday usage of fixed line telephones, mobile phones and VoIP, by employment status, December 2011
                                                                                          • Brand Migration

                                                                                            • Key points
                                                                                              • Line rental and telephone call package changes most likely made together
                                                                                                • Figure 63: Brand migration, December 2011
                                                                                              • VoIP service users are less likely to have never changed call package or line rental providers
                                                                                                • Figure 64: Agreement with ‘I am the person that arranges my telephone call package/line rental, but I have never changed my call package/line rental provider’, by telephony ownership, December 2011
                                                                                              • What would tempt consumers away to another brand?
                                                                                                • Figure 65: Potential purchasing influences
                                                                                            • Service and Line Providers

                                                                                              • Key points
                                                                                                • BT remains majority provider
                                                                                                  • Figure 66: Service and line providers, December 2011
                                                                                                • TalkTalk shows greatest age demographic disparity
                                                                                                  • Virgin unable to reclaim previous levels of acquisition
                                                                                                    • Figure 67: Response to ‘When did you last change your call package provider?’, by current call package provider, December 2011
                                                                                                    • Figure 68: ‘When did you last change who you pay line rental to?’, by current line rental provider, December 2011
                                                                                                  • TalkTalk most likely to have regular users
                                                                                                    • Figure 69: FLT usage frequency, by Call package supplier, December 2011
                                                                                                • Attitudes towards Fixed Line Telephony

                                                                                                  • Key points
                                                                                                    • Money saving a primary concern of FLT users
                                                                                                      • Figure 70: Attitudes towards fixed line telephone, December 2011
                                                                                                    • Consumers with FLT as a back-up are still potential heavy users
                                                                                                      • VoIP users happy to use FLT with video
                                                                                                        • Recent package migration indicates higher usage of FLT as a back-up service
                                                                                                          • Figure 71: Agreement with the statement ‘I mostly have a fixed line connection as back-up in case my mobile fails or can't be reached’, by time since last call package provider change, December 2011
                                                                                                        • Six in ten consumers believe landline phones have better-quality connections
                                                                                                          • Figure 72: Further attitudes towards FLT, December 2011
                                                                                                      • Target Groups

                                                                                                        • Key points
                                                                                                          • Figure 73: Target groups, December 2011
                                                                                                        • Fixed Line Aficionados
                                                                                                          • Key characteristics
                                                                                                            • Who are they?
                                                                                                              • Marketing message
                                                                                                                • Disinterested
                                                                                                                  • Key characteristics
                                                                                                                    • Who are they?
                                                                                                                      • Marketing message
                                                                                                                        • Mad for Mobile
                                                                                                                          • Key characteristics
                                                                                                                            • Who are they?
                                                                                                                              • Marketing message
                                                                                                                                • Functionally Engaged
                                                                                                                                  • Key characteristics
                                                                                                                                    • Who are they?
                                                                                                                                      • Marketing message
                                                                                                                                      • Appendix – Market Size

                                                                                                                                          • Figure 74: FLT market size (comprised of revenue from line rental and call charges), 2005-11
                                                                                                                                          • Figure 75: Best and worst case forecast for the FLT market, 2011-16
                                                                                                                                      • Appendix – Brand Research

                                                                                                                                          • Figure 76: brand usage, November 2011
                                                                                                                                          • Figure 77: Brand commitment, November 2011
                                                                                                                                          • Figure 78: Brand momentum, November 2011
                                                                                                                                          • Figure 79: Brand diversity, November 2011
                                                                                                                                          • Figure 80: Brand satisfaction, November 2011
                                                                                                                                          • Figure 81: Brand recommendation, November 2011
                                                                                                                                          • Figure 82: Brand attitude, November 2011
                                                                                                                                          • Figure 83: Brand image – macro image, November 2011
                                                                                                                                          • Figure 84: Brand image – micro image, November 2011
                                                                                                                                          • Figure 85: Profile of target groups by demographic, November 2011
                                                                                                                                          • Figure 86: Psychographic segmentation by target group, November 2011
                                                                                                                                          • Figure 87: Brand usage by target group, November 20111
                                                                                                                                        • Brand index
                                                                                                                                          • Figure 88: Brand index, November 2011
                                                                                                                                      • Appendix – Telecoms Ownership

                                                                                                                                          • Figure 89: Telecoms ownership, December 2011
                                                                                                                                          • Figure 90: Telecoms ownership, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 91: Telecoms ownership, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 92: Telecoms ownership, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 93: Fixed line telephone ownership, by demographics, December 2011
                                                                                                                                          • Figure 94: Mobile phone ownership, by demographics, December 2011
                                                                                                                                          • Figure 95: Internet telephony service ownership, by demographics, December 2011
                                                                                                                                      • Appendix – Usage Frequency

                                                                                                                                          • Figure 96: Usage frequency, December 2011
                                                                                                                                          • Figure 97: Fixed line telephone usage frequency, by telecoms ownership (fixed line telephone), December 2011
                                                                                                                                          • Figure 98: Fixed line telephone usage frequency, by telecoms ownership (mobile phone), December 2011
                                                                                                                                          • Figure 99: Fixed line telephone usage frequency, by telecoms ownership (internet telephony service), December 2011
                                                                                                                                          • Figure 100: Mobile phone usage frequency, by telecoms ownership (fixed line telephone), December 2011
                                                                                                                                          • Figure 101: Mobile phone usage frequency, by telecoms ownership (mobile phone), December 2011
                                                                                                                                          • Figure 102: Mobile phone usage frequency, by telecoms ownership (internet telephony service), December 2011
                                                                                                                                          • Figure 103: Internet telephony service usage frequency, by telecoms ownership (fixed line telephone), December 2011
                                                                                                                                          • Figure 104: Internet telephony service usage frequency, by telecoms ownership (mobile phone), December 2011
                                                                                                                                          • Figure 105: Internet telephony service usage frequency, by telecoms ownership (internet telephony service), December 2011
                                                                                                                                          • Figure 106: Fixed line telephone usage frequency, by telecoms ownership (fixed line telephone), December 2011
                                                                                                                                          • Figure 107: Usage frequency, by telecoms ownership (mobile phone), December 2011
                                                                                                                                          • Figure 108: Usage frequency, by telecoms ownership (internet telephony service), December 2011
                                                                                                                                          • Figure 109: Fixed line telephone usage frequency, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 110: Fixed line telephone usage frequency, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 111: Fixed line telephone usage frequency, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 112: Mobile phone usage frequency, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 113: Mobile phone usage frequency, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 114: Mobile phone usage frequency, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 115: Internet telephony service usage frequency, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 116: Internet telephony service usage frequency, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 117: Internet telephony service usage frequency, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 118: Fixed line usage frequency, by demographics, December 2011
                                                                                                                                          • Figure 119: Mobile phone usage frequency, by demographics, December 2011
                                                                                                                                          • Figure 120: Internet telephony service usage frequency, by demographics, December 2011
                                                                                                                                      • Appendix – Brand Migration

                                                                                                                                          • Figure 121: Brand migration, December 2011
                                                                                                                                          • Figure 122: Brand migration, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 123: Brand migration, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 124: Brand migration, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 125: Telecoms ownership, by most recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 126: Telecoms ownership, by least recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 127: Telecoms ownership, by most recent line rental brand migration, December 2011
                                                                                                                                          • Figure 128: Telecoms ownership, by least recent line rental brand migration, December 2011
                                                                                                                                          • Figure 129: Brand migration, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 130: Brand migration, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 131: Brand migration, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 132: Fixed line telephone usage frequency, by most recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 133: Fixed line telephone usage frequency, by least recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 134: Fixed line telephone usage frequency, by most recent line rental brand migration, December 2011
                                                                                                                                          • Figure 135: Fixed line telephone usage frequency, by least recent line rental brand migration, December 2011
                                                                                                                                          • Figure 136: Mobile phone usage frequency, by most recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 137: Mobile phone usage frequency, by least recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 138: Mobile phone usage frequency, by most recent line rental brand migration, December 2011
                                                                                                                                          • Figure 139: Mobile phone usage frequency, by least recent line rental brand migration, December 2011
                                                                                                                                          • Figure 140: Internet telephony service usage frequency, by most recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 141: Internet telephony service usage frequency, by least recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 142: Internet telephony service usage frequency, by most recent line rental brand migration, December 2011
                                                                                                                                          • Figure 143: Internet telephony service usage frequency, by least recent line rental brand migration, December 2011
                                                                                                                                          • Figure 144: Brand migration, by most recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 145: Brand migration, by least recent telephone call package brand migration, December 2011
                                                                                                                                          • Figure 146: Brand migration, by most recent line rental brand migration, December 2011
                                                                                                                                          • Figure 147: Brand migration, by least recent line rental brand migration, December 2011
                                                                                                                                          • Figure 148: Most popular telephone call package migration, by demographics, December 2011
                                                                                                                                          • Figure 149: Next most popular telephone call package, by demographics, December 2011
                                                                                                                                          • Figure 150: Most recent line rental migration, by demographics, December 2011
                                                                                                                                          • Figure 151: Next most recent line rental migration, by demographics, December 2011
                                                                                                                                      • Appendix – Service and Line Providers

                                                                                                                                          • Figure 152: Service and line providers, December 2011
                                                                                                                                          • Figure 153: Service and line providers, by telecoms ownership (fixed line telephone), December 2011
                                                                                                                                          • Figure 154: Service and line providers, by telecoms ownership (mobile phone), December 2011
                                                                                                                                          • Figure 155: Service and line providers, by telecoms ownership (internet telephony service), December 2011
                                                                                                                                          • Figure 156: Telecoms ownership, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 157: Telecoms ownership, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 158: Service and line providers, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 159: Service and line providers, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 160: Service and line providers, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 161: Usage frequency, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 162: Usage frequency, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 163: Usage frequency, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 164: Usage frequency, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 165: Usage frequency, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 166: Usage frequency, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 167: Service and line providers, by most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 168: Service and line providers, by next most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 169: Service and line providers, by most recent line rental migration, December 2011
                                                                                                                                          • Figure 170: Service and line providers, by next most recent line rental migration, December 2011
                                                                                                                                          • Figure 171: Brand migration, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 172: Brand migration, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 173: Service and line providers, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 174: Service and line providers, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 175: Most popular telephone call package providers, by demographics, December 2011
                                                                                                                                          • Figure 176: Most recent line rental providers, by demographics, December 2011
                                                                                                                                      • Appendix – Attitudes towards Fixed Line Telephony

                                                                                                                                          • Figure 177: Attitudes towards fixed line telephone, December 2011
                                                                                                                                          • Figure 178: Attitudes towards fixed line telephone, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 179: Attitudes towards fixed line telephone, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 180: Attitudes towards fixed line telephone, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 181: Telecoms ownership, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 182: Telecoms ownership, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 183: Telecoms ownership, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 184: Attitudes towards fixed line telephone, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 185: Attitudes towards fixed line telephone, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 186: Attitudes towards fixed line telephone, by internet telephony service, December 2011
                                                                                                                                          • Figure 187: Usage frequency, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 188: Usage frequency, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 189: Usage frequency, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 190: Usage frequency, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 191: Usage frequency, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 192: Usage frequency, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 193: Usage frequency, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 194: Usage frequency, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 195: Usage frequency, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 196: Attitudes towards fixed line telephone, by most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 197: Attitudes towards fixed line telephone, by next most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 198: Attitudes towards fixed line telephone, by most recent line rental migration, December 2011
                                                                                                                                          • Figure 199: Attitudes towards fixed line telephone, by next most recent line rental migration, December 2011
                                                                                                                                          • Figure 200: Brand migration, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 201: Brand migration, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 202: Brand migration, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 203: Attitudes towards fixed line telephone, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 204: Attitudes towards fixed line telephone, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 205: Service and line providers, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 206: Service and line providers, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 207: Service and line providers, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 208: Attitudes towards fixed line telephone, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 209: Attitudes towards fixed line telephone, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 210: Attitudes towards fixed line telephone, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 211: Agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, by demographics, December 2011
                                                                                                                                          • Figure 212: Agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, by demographics, December 2011
                                                                                                                                          • Figure 213: Agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I would use my landline more if I could see video of the person I was talking to’, by demographics, December 2011
                                                                                                                                      • Appendix – Potential purchasing influences

                                                                                                                                          • Figure 214: Potential purchasing influences, December 2011
                                                                                                                                          • Figure 215: Potential purchasing influences, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 216: Potential purchasing influences, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 217: Potential purchasing influences, by telecoms internet telephony service ownership, December 2011
                                                                                                                                          • Figure 218: Telecoms ownership, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 219: Telecoms ownership, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 220: Telecoms ownership, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 221: Telecoms ownership, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 222: Potential purchasing influences, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 223: Potential purchasing influences, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 224: Potential purchasing influences, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 225: Usage frequency, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 226: Usage frequency, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 227: Usage frequency, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 228: Usage frequency, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 229: Usage frequency, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 230: Usage frequency, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 231: Usage frequency, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 232: Usage frequency, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 233: Usage frequency, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 234: Usage frequency, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 235: Usage frequency, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 236: Potential purchasing influences, by most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 237: Potential purchasing influences, by next most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 238: Potential purchasing influences, by most recent line rental migration, December 2011
                                                                                                                                          • Figure 239: Potential purchasing influences, by next most recent line rental migration, December 2011
                                                                                                                                          • Figure 240: Brand migration, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 241: Brand migration, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 242: Brand migration, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 243: Brand migration, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 244: Potential purchasing influences, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 245: Potential purchasing influences, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 246: Service and line providers, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 247: Service and line providers, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 248: Service and line providers, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 249: Service and line providers, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 250: Potential purchasing influences, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 251: Potential purchasing influences, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 252: Potential purchasing influences, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 253: Attitudes towards fixed line telephone, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 254: Attitudes towards fixed line telephone, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 255: Attitudes towards fixed line telephone, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 256: Attitudes towards fixed line telephone, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 257: Potential purchasing influences, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 258: Potential purchasing influences, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 259: Potential purchasing influences, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 260: Potential purchasing influences, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 261: Most popular Potential purchasing influences ranked 1, by demographics, December 2011
                                                                                                                                          • Figure 262: Most popular Potential purchasing influences ranked 2, by demographics, December 2011
                                                                                                                                          • Figure 263: Next most popular Potential purchasing influences ranked 2, by demographics, December 2011
                                                                                                                                          • Figure 264: Most popular Potential purchasing influences ranked 3, by demographics, December 2011
                                                                                                                                          • Figure 265: Next most popular Potential purchasing influences ranked 3, by demographics, December 2011
                                                                                                                                      • Appendix – Further Attitudes Towards Fixed Line Telephony

                                                                                                                                          • Figure 266: Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 267: Attitudes towards fixed line telephony, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 268: Attitudes towards fixed line telephony, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 269: Attitudes towards fixed line telephony, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 270: Telecoms ownership, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 271: Attitudes towards fixed line telephony, by fixed line telephone ownership, December 2011
                                                                                                                                          • Figure 272: Attitudes towards fixed line telephony, by mobile phone ownership, December 2011
                                                                                                                                          • Figure 273: Attitudes towards fixed line telephony, by internet telephony service ownership, December 2011
                                                                                                                                          • Figure 274: Usage frequency, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 275: Usage frequency, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 276: Usage frequency, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 277: Attitudes towards fixed line telephony, by most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 278: Attitudes towards fixed line telephony, by next most popular telephone call package migration, December 2011
                                                                                                                                          • Figure 279: Attitudes towards fixed line telephony, by most recent line rental migration, December 2011
                                                                                                                                          • Figure 280: Attitudes towards fixed line telephony, by next most recent line rental migration, December 2011
                                                                                                                                          • Figure 281: Brand migration, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 282: Attitudes towards fixed line telephony, by most popular telephone call package providers, December 2011
                                                                                                                                          • Figure 283: Attitudes towards fixed line telephony, by most recent line rental providers, December 2011
                                                                                                                                          • Figure 284: Service and line providers, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 285: Attitudes towards fixed line telephony, by agreement with the statements ‘I have a landline mostly as a back-up in case my mobile fails or can't be reached’ and ‘I mostly use my landline to call premium-rate or international numbers that are too expensive to call from my mobile’, December 2011
                                                                                                                                          • Figure 286: Attitudes towards fixed line telephony, by agreement with the statements ‘I would use my landline more if it was cheaper to call mobile numbers with it’ and ‘I would use my landline more if I could see video of the person I was talking to’, December 2011
                                                                                                                                          • Figure 287: Attitudes towards fixed line telephony, by agreement with the statements ‘I only have a landline as it is required for my internet connection/TV service’ and ‘I only really use my landline to talk to people who don’t use mobile phones much’, December 2011
                                                                                                                                          • Figure 288: Attitudes towards fixed line telephony, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 289: Attitudes towards fixed line telephony, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 290: Attitudes towards fixed line telephony, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 291: Attitudes towards fixed line telephony, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 292: Attitudes towards fixed line telephony, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 293: Potential purchasing influences, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 294: Attitudes towards fixed line telephony, by Attitudes towards fixed line telephony, December 2011
                                                                                                                                          • Figure 295: Attitudes towards fixed line telephony, by demographics, December 2011
                                                                                                                                      • Appendix – Target Groups

                                                                                                                                          • Figure 296: Potential purchasing influences, by target groups, December 2011
                                                                                                                                          • Figure 297: Usage frequency, by target groups, December 2011
                                                                                                                                          • Figure 298: Usage frequency, by target groups, December 2011
                                                                                                                                          • Figure 299: Usage frequency, by target groups, December 2011
                                                                                                                                          • Figure 300: Target groups, by most popular Potential purchasing influences ranked 1, December 2011
                                                                                                                                          • Figure 301: Target groups, by most popular Potential purchasing influences ranked 2, December 2011
                                                                                                                                          • Figure 302: Target groups, by most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 303: Target groups, by next most popular Potential purchasing influences ranked 3, December 2011
                                                                                                                                          • Figure 304: Target groups, by fixed line telephone usage frequency, December 2011
                                                                                                                                          • Figure 305: Target groups, by mobile phone usage frequency, December 2011
                                                                                                                                          • Figure 306: Target groups, by internet telephony service usage frequency, December 2011
                                                                                                                                          • Figure 307: Target groups, by demographics, December 2011

                                                                                                                                      Companies Covered

                                                                                                                                      • Advertising Standards Authority
                                                                                                                                      • America Online UK (AOL UK)
                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                      • BT Group plc
                                                                                                                                      • ITV plc
                                                                                                                                      • London Stock Exchange plc
                                                                                                                                      • Ofcom
                                                                                                                                      • Research in Motion Uk Ltd.
                                                                                                                                      • TalkTalk Telecom Ltd.
                                                                                                                                      • The Carphone Warehouse Ltd
                                                                                                                                      • Tiscali UK
                                                                                                                                      • TiVo Inc
                                                                                                                                      • Virgin Media Ltd
                                                                                                                                      • Virgin Mobile
                                                                                                                                      • YouView TV Ltd

                                                                                                                                      Fixed Line Telecoms Providers - UK - January 2012

                                                                                                                                      £1,750.00 (Excl.Tax)