We have started to compile the results of the Princeton Broadband Survey that was taken by town residents in 2013 and display the findings as infographics.
Stickiness is a marketing term that refers to the relative ease or difficulty that consumers experience in changing from one vendor to another. If a customer is relatively satisfied with their vendor’s service, then the vendor is said to be “sticky”, and it would take a lot of incentive from another service offering to get the customer to change. However, if a customer is highly dissatisfied with a current vendor, then he or she would easily move to any other viable option that was available.
The study found that the stickiness of current internet providers serving Princeton is minimal, as nearly 60% of respondents would move to another internet provider with any additional amount of speed.
Infographic #6 is shown below.