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Segmenting Home Internet Subscribers

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Last Spring, Trone launched a national internet survey of home internet subscribers to find out how they understand their service, what activities they do online, what makes them frustrated and how they shop. The 980 respondents who completed the survey represented several classes of telecom providers—from the largest national home internet providers to much smaller regional providers.

Last month, we revisited this survey data to look at which service criteria has the biggest impact on subscriber loyalty or NPS® for the top four internet providers compared to other alternatives .

Ultimately, we found that subscribers to the top internet providers were looking for faster download speeds and responsive customer service while those who have service with an alternative provider were  more focused on reliability and a seamless internet experience. This month, we’d like to discuss differences in how people use the internet as the basis for behavioral segmentation. Specifically, which internet activities and beliefs distinguish different types of users.

Defining Three Behavioral Segments

We asked survey respondents how frequently they used their home internet for common daily activities such as emailing, surfing, shopping and even working from home. Four activities stood out—streaming videos, streaming music, listening to podcasts and online gaming. These, in conjunction with perceived home internet download speeds and service tier, yielded the three distinct streaming segments seen in the infographic below.

Heavy Streamers 16%