ChangeWave's Residential VoIP Research Usage Update - Part I

Feb 03, 2006 | Inside: Exploring Frontlines

Occasionally I post high level findings from Changewave Alliance’s research that’s related to IP communications.

They recently published their latest research on residential VoIP usage, drawn from 2,138 Alliance members who were polled in December 2005. Higher priorities have kept me posting about this until now.

Changewave research is not usually offered to the public, but as a member, I get the reports. Since this isn’t my data, I just want to focus on some key findings without giving it all away. I’m going to do this in 2 posts, as time is short today, and I’ll finish this up early next week.

• 18% of the sample use a consumer VoIP service. This is up from 14% in June’s survey, and from 7% in September 2004. That’s a nice uptrend.

• Adding to this, 19% intend to use VoIP in the next 12 months. More good news. Does this mean that 37% will be using VoIP a year from now? Not likely. What people say in surveys is not always what they ultimately will do, but the intent level is still pretty significant. I’d put that one in the plus columm.

• Conversely, 53% have no plans for VoIP. Still the majority, but a shrinking one - this camp has steadily been trending down since last year.

• Who’s #1? Vonage - no surprise there. They hold a 31% share - down from 36% in June. That’s a notable slide in 6 short months - shows you how young and volatile this market really is. Keep in mind that only 18% of the full sample use VoIP, so this sub-sample is only 381.

• Who’s #2? The cable guys - 16% now, up from 10% in June. So, Vonage’s losses are essentially cable’s gains. The only other VoBB provider of note is 8x8 - Vonage’s perennial runner-up. They registered 6%.

• Here’s my favorite finding. For the above usage question, respondents were given a checklist of VoIP providers. Appropriately, Skype was not on the list, but 19% wrote them in. This actually puts them ahead of cable, but in my books this isn’t apples to apples. However, perception is reality, and this speaks volumes about Skype’s brand and their mindshare when it comes to VoIP.

Isn’t this interesting, folks? Sure is for me. I have to leave you hanging for the rest of the story I’m afraid. Here’s what’s coming in the next post to finish things up....

• Satisfaction with VoIP providers

• How VoIP is used - primary vs. secondary line

• What’s most important in using a VoIP service

• Who you’re planning to use when you sign up in the next 12 months

The suspense is killing me. How about you?

This has been a featured post from Jon Arnold, Principal, J Arnold & Associates. To visit the weblog maintained by Jon Arnold click here.

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