Background
Fixed wireless internet is a broadband communication method that delivers high-speed internet wirelessly between fixed points, utilizing radio signals and eliminating the need for physical cables. This technology is a cost-effective and flexible solution for internet access in diverse environments, including urban and rural areas. Its swift deployment and adaptability pose a significant challenge to traditional cable TV services, threatening market shares and fostering increased competition in the industry. The scalability of fixed wireless further encourages providers to enhance their offerings to stay competitive in the evolving telecommunications landscape.
Problem:
This study explores consumer perceptions of Fixed Wireless during online shopping on competitor websites, aiming to uncover factors shaping attitudes towards as an internet option in online retail. The research also investigates how participants perceive wireless home internet compared to their current service and their shopping behavior on competitors' sites. Understanding our competitors in this space is integral to addressing the research problem. By delving into these perceptions, the study provides valuable insights for internet service providers and e-commerce platforms to optimize strategies and offerings, aligning with evolving consumer needs and preferences.
Other high-level goals for this study included:
Understand how participants perceive wireless home internet in comparison to their current service
Understanding how participants shop on competitors’ sites
Understand how participants perceive the shopping experience for wireless home internet on competitor sites
Process:
We conducted 9 sessions of moderated study sessions on Fixed Wireless provider websites.
Device: Desktop
Scenario: Participants (25-60 years of age/ Male and Female) were asked to imagine they were switching their internet provider and
evaluate Fixed Wireless Internet offerings from competitors. We observed their behavior when shopping on these sites, and documented their overall feedback.
Key Insights Summary:
Fixed wireless is still new, and consumers will have concerns about speed and reliability until it’s adopted by more of the population.
Traditional internet options like cable and fiber are still associated with the fastest speeds and relatively reliable service.
Fiber is still perceived as the most reliable mode of internet compared to any other internet option.
Options for flexibility in service contracts, free trial periods, and no price hikes offered by fixed wireless providers are more likely to sway people to switch.
Consumers who already have a reliable 5G mobile service with a provider, are more likely to consider fixed wireless in order to bundle and save.
Failure to properly explain new product technology prior to introducing plans, leads to a decrease in product interest.
“Like, I’m very cynical about it because I’ve not heard of it.” - Participant
“I’m curious and like a little skeptical about 5G for my home internet because I know that it works well for like my cell phone but I’m just I’m like, a little wary of potentially switching to that.” - Participant
“I want to know this is, what does it get it? What’s it going to look like? What are the actual speeds? How does that compare? ”
“It feels like a bait and switch here”
“No, this [pricing information] shouldn’t be buried all the way down here.”
“So, I’m very confused though because it says nothing do today, totaled, you, monthly and it’s got an amount.
“So I’m not good with numbers to begin with and I feel like this is getting complicated pricing.”
“I would have questions because they said that they would have to install all the stuff and why they installation, like cost extra money.”
“And it says, ‘during congestion home, internet, customers may notice appears lower than other customers due to data prioritization.’ So, that makes me really nervous and like, no way that.”
Opportunities and Recommendations
Present new technology/products with emphasis on how it solves a need rather than just price
Allow users to familiarize themselves with products and services, help them understand how its a right fit for their life and why they should consider it. This will pique their interest and help them see value in the product
When introducing new products/service, consider including industry led consumer reviews/seal of approval
Customer reviews or positive feedback from industry experts might help people who are skeptical about adopting new services or products.
Promote transparency around pricing/plans
Present comprehensive pricing ( cost breakdown, installation options) and plan information in a simple digestible manner so customers can make a purchase decision confidently.
Present all information very clearly during the checkout process
If people are in the purchase funnel, ensure that all information is very clear and comprehensive such that users can confidently complete a purchase without any doubts or lingering questions.
Incorporate user research to better inform content hierarchy and language
Allowing users to guide us through their information needs will help drive engagement, increase brand love and impact sales positively