Description

“Home internet is now a necessity for Canadian households. Its importance has created a very stable industry, and most customers are happy with their service. However, that stability comes with low consumer engagement and a static market. Stakeholders will need to focus on targeted opportunities for growth, like rural Canada and bundling home network security.”
– Scott Stewart, Associate Director, Lifestyles & Retail

Key issues covered in this Report

  • Ways of accessing the internet at home.
  • Services that Canadians want to bundle with their home internet.
  • Consumers’ satisfaction with their current internet providers.
  • Home and network security opportunities and challenges.
  • Opportunity analysis of rural Canada.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Category outlook: home ISPs, 2022-27
              • Opportunities
                • The home internet industry is stable
                  • Rural Canadians represent the last white space in the industry
                    • Shifting the focus of security from homes to networks
                      • Challenges
                        • Consumers are not engaged with the industry
                          • Bundling is a transactional tactic to cut costs
                          • The Market – By the Numbers

                            • High speed internet revenues are rising
                              • Figure 2: Quarterly high speed internet revenues (billions), 2014-2022
                          • Market Factors

                            • High speed internet pricing and coverage
                              • Prices rebound after dropping in 2019
                                • Figure 3: Lowest average reported price of internet packages: 50/10 Mbps, unlimited data, 2016-2021
                              • High speed coverage is lacking in rural Canada
                                • Figure 4: High speed internet access, urban and rural vs overall, 2016-2020
                              • Network outage causes changes to how networks are designed
                                • Inflation is creating greater price sensitivity
                                  • Working from home is here to stay, but for the minority
                                    • Figure 5: Working location, 2021-22
                                • Competitive Strategies

                                  • How ISPs are differentiating from each other
                                    • Shaw’s strategy reflects a common approach to the market
                                      • Figure 6: Shaw direct mail, June 2022
                                    • Telus directly calls out Shaw
                                      • Figure 7: Telus direct mail, May 2022
                                    • Telus brings 5G technology to fixed wireless internet
                                      • Starlink brings satellite internet to the forefront
                                        • Canada’s largest telecoms are not the only bundlers
                                        • Home ISPs and Bundled Services – Fast Facts

                                          • Ways of Accessing Home Internet

                                            • Cable modems are the most common access point for home internet
                                              • Figure 8: Ways of accessing the internet at home, 2022
                                            • Fixed wireless internet is evidence of consumer confusion
                                              • Figure 9: Xplornet direct mail, October 2020
                                              • Figure 10: Ways of accessing the internet at home: fixed wireless, by living location, 2022
                                            • Wireless hotspotting will become increasingly common
                                              • Figure 11: Ways of accessing the internet at home: wireless hotspotting, by age, 2022
                                          • Services to Bundle with Home Internet

                                            • Canadians are interested in bundling
                                              • Figure 12: Interest in bundling services with home internet provider, 2022
                                            • Home entertainment options align with personal preferences
                                              • Figure 13: Interest in bundling services with home internet provider: home entertainment, by age, 2022
                                              • Figure 14: Interest in bundling services with home internet provider: home entertainment, by race, 2022
                                            • Incremental bundling can gradually increase customer spend
                                              • Figure 15: Rogers News Twitter post, August 2022
                                            • Mobile phone plans are a bundling opportunity
                                              • Figure 16: Fido direct mail, June 2022
                                            • Phone plans are further evidence of consumers bundling services they already have
                                              • Figure 17: Interest in bundling services with home internet provider: phone, by age, 2022
                                          • Satisfaction with Internet Service Providers

                                            • Consumers are generally satisfied with their internet providers
                                                • Figure 18: Overall satisfaction with internet service provider, 2022
                                              • Satisfaction across attributes shows why overall satisfaction is high
                                                • Customers are happy with their internet performance
                                                  • Figure 19: Satisfaction with home internet performance attributes, 2022
                                                • Younger consumers could be an opportunity thanks to video games
                                                  • Figure 20: Satisfaction with home internet speed and connection reliability, by age, 2022
                                                  • Figure 21: Virgin Mobile direct mail, June 2021
                                                • Consumers are moderately satisfied with their customer service and billing
                                                  • Figure 22: Satisfaction with home internet service attributes, 2022
                                                • Price is where providers can differentiate
                                                  • Figure 23: Satisfaction with home internet value attributes, 2022
                                                • More Canadians want cheaper internet than faster internet
                                                  • Figure 24: I am considering switching companies for…, by age, 2022
                                              • Home and Network Security

                                                • Canadians are open to home security, but not yet convinced
                                                  • Figure 25: Attitudes towards home security (NET: any agree/disagree), 2022
                                                • DIY security systems are a challenge for bundling strategies
                                                  • Figure 26: Attitudes towards home security (NET: any agree), by age, 2022
                                                • Using bundles to demonstrate value of home security packages
                                                  • Network security is an opportunity to evolve home security
                                                    • Figure 27: Interested in bundling security with home internet service provider, by age, 2022
                                                    • Figure 28: TELUS | Introducing TELUS Online Security, January 2021
                                                  • Multicultural Canadians are more interested than average in home security
                                                    • Figure 29: Attitudes towards home security (NET: any agree), by race, 2022
                                                    • Figure 30: Interested in bundling security with home internet service provider, by race, 2022
                                                • White Space Analysis: Rural Canadians

                                                  • Rural Canadians are in the minority, but represent an opportunity
                                                    • Figure 31: Living location, 2022
                                                  • Rural consumers do not feel like they have much provider choice
                                                    • Figure 32: I have lots of options for high speed internet in my area (NET: any agree), by living location, 2022
                                                    • Figure 33: Very/somewhat dissatisfied with internet connection reliability, by living location, 2022
                                                  • Young rural Canadians should be the primary target
                                                    • Figure 34: Interest in faster internet, rural Canadians by age vs overall, 2022
                                                    • Figure 35: I don’t care how I get my home internet as long as it is fast and reliable (% strongly agree), rural Canadians by age vs overall, 2022
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Mintel Trend Drivers
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms

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