VOIP服务作美国用户调查之报告英文(ppt 14页)

Background
The goal of this study, commissioned by the AT&T Customer Insights group was to measure consumer awareness, perceptions and interest in VoIP.
The Ipsos-Insight Phone Omnibus was used to field these questions among a broadly representative sample of households.  A total of 1001 consumers were interviewed between January 16 through January 18, 2004.
Ipsos-Insight is a multi-client phone study.  The questionnaire includes questions in various non-competing topics, and all clients share in the demographic and classification data provided.  A sample of 1,000 nationally representative households are contacted.  The length of the phone interview is approximately 15 minutes.
The sample includes households with and without internet access at home. 
Awareness of the concept of VoIP, while broad is also diffuse and highly dependent on the terminology used to described the idea of a phone service offered via the Internet.
Nearly three quarters of consumers have heard of VoIP service, primarily referred to as Broadband Phone Service or Internet Telephony  (see p.6 For breakdown of terms used to assess VoIP awareness).
One quarter of consumers believe some of their standard calls have traveled over the Internet.
AT&T is well positioned to become a leader in offering the service.
Most consumers would be likely to purchase the service from an established company.
While half the consumers interviewed do not have any company they associate with VoIP, AT&T received the most mentions at 17%.
Given the higher technology association, VoIP is seen as somewhat more appropriate for business use at this time versus use for consumers.
The key benefit of VoIP is seen to be a lower price for phone service.
Meanwhile, a chief barrier is losing service during a power outage.  Limited handling of 9-1-1 calls and the inconvenience of switching to a cable or DSL ISP service to access VoIP are also concerns.

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