March 4, 2021
New data from Parks Associates found that online video service use jumped to 60% of U.S. broadband homes in September 2020, compared with 50% in July. The trend reverberated across other online activities, including video conferencing, ecommerce, remote working, schooling, and fitness.
The Dallas-based research firm found that 51% of domestic broadband households bought at least one consumer electronics product between February and September 2020, including computing, networking, entertainment, and mobile devices.
The report found that as of September 2020, 41% of U.S. broadband households, representing 45 million households, were engaged in remote work or remote schooling; 62% of remote workers are using their home broadband more than usual, nearly double the rate of non-remote workers.
This research series leverages Parks’ ongoing consumer surveys of 10,000 broadband households per quarter, as well as targeted surveys of 5,000, to identify trends and deliver ongoing insights into how consumers are responding COVID-19, including the impact to market fundamentals and product purchases, service subscriptions and usage, and home services.
“With record-high unemployment, household spending is primarily on essential goods, as uncertainty about the future remains high,” Elizabeth Parks, president, Parks Associates, said in a statement. “Some technology products are viewed as essential tools. Companies have changed how they interact with their customers — leveraging e-commerce channels, offering new curbside pick-up and delivery options, and providing remote rather than in-home technical support services.”
Key findings include that overall churn rate for OTT services dropped to 38%, down from 46% a year ago. COVID-19 prompted roughly 33% of security system owners and intenders to avoid professional installers; 24% of households with fixed broadband service reported being likely to upgrade in the next six months.
About 60% of pay-TV subscribers are interested in content from an online video service as part of their pay-TV subscription. Use of telehealth services jumped from 15% in 2Q 2019 to 41% in 2Q 2020.
As previously reported, more than 15 million households have only a mobile broadband service, including more than 12 million that cut the cord on their home broadband and approximately three million that have never had home broadband services.