2012: Why and How Wireline Shoppers Search

As internet replaces cable, and cell phones take over landlines, what does that mean for wireline providers? We partnered with Compete to see exactly what's going on in this space. This study found that provider sites and search engines are the most common resources for research. It also found that people are making decions to drop or add services in order to cut the number of bills they get and also to save money.

Technology has changed how consumers use voice services and online video is competing with cable TV. Google engaged Compete to better understand 2012 wireline shopper search trends and the motivating factors for canceling landline and Pay TV plans. Here are some of our findings:

  • 25% of shoppers that dropped or plan to drop their high-speed internet service said it was because they pay for data on their smartphones. 10% of shoppers that dropped or plan to drop their high-speed internet service said it was because they pay for data on their tablets.
  • Provider sites and search engines are the most useful digital resources and are used most often throughout the research process.
  • Advertisers relying solely on organic search miss 1 in 3 converters from search engines.

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