The US home internet service provider (ISP) market is constantly evolving. This report covers market performance, providing the backdrop for home broadband consumer preferences to enable your strategic insights.
Consumers by and large aren’t concerned with understanding either details about the internet or how it’s delivered to their home. They just want it to work at an affordable price. For providers to sell consumers on things like multi-gig speeds or new delivery methods like fixed wireless access (FWA), they will fare better if they can explain what these things bring to the table in a way that consumers can relate to.
Overall, satisfaction with home internet providers is high, but there is room for improvement. Those who have been with their provider for less time are generally the happiest, as they are still in the new customer incentive honeymoon phase. Lowest satisfaction scores are for price and freebies/loyalty rewards suggesting consumers aren’t seeing the value they’d like.
Interest in bundling is relatively low considering the steep discounts they provide. Consumers are hesitant to give more money to their providers when they are already struggling to see value. Further, they may not want to be locked into a long subscription with an ancillary service, such as a SVOD. Providers are getting smarter by offering both highly customized plans and bundles with more options, such as picking their own rewards.
Mintel defined the home ISPs market based on the Bureau of Economic Analysis’s internet service providers category.
This report was written by Jenni Nelson. Jenni joined Mintel in November 2022 with 15 years of experience helping clients understand the ever-evolving media landscape; and how these changes influence culture and impact consumers’ lives. She has Bachelor’s Degrees in both Communications and Psychology from Hamline University, and a Master’s Degree in Media Ecology from New York University.
Most consumers aren’t concerned with their home internet as long as it works and is affordable. Low satisfaction on price and freebies/loyal rewards is impacting bundling and consumers struggle to see the overall value.
Jenni Nelson
Consumer Insights Analyst, Tech, Media & Entertainment
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 3,695
Smartphone ownership is near universal and purchase cycles are slowing down, so brands are looking to new formats and genAI functionality to stand out. Younger men have the...
Find out more£ 3,695
This comprehensive Report explores the market dynamics, the factors stimulating growth and changes, and the perspectives and attitudes of consumers in relation to sustainable technology. Key market trends...
Find out more£ 3,695
Amid global uncertainty and economic pressures, half of consumers feel that technology helps support their overall wellness, reflecting a willingness to embrace technology as a solution when it...
Find out more£ 3,695
A saturated and mature mobile network market has homogenized the product and the messaging; leading to a situation where the goal is hitting the right person at the...
Find out more£ 3,695
Smartphones stand firm as the most in-demand tech, with many looking to their phone to showcase future innovations. Amid this, Apple leads in demand for AI innovation from...
Find out more
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
