Wireless & Mobile Landscape

U.S. Home Broadband and Wi-Fi Usage Forecast, 2015-2020: Increasing Usage in the Home

Today’s U.S. consumers expect a world in which they always have high-speed access to anything they want, whether it be music, video, or basic information. Internet and data access while both at home and on-the-go is inextricably woven into the personal, social and business fabric of modern life.

Home broadband usage in the U.S. is increasing, as U.S. consumers continue to adopt over-the-top video services, as well as engage in social networking, video chatting and other basic web activities on their home Wi-Fi networks. Home broadband usage is important to mobile operators and the mobile industry because it is a precursor to outside-the-home usage: if a user gets accustomed to streaming video and music over an in-home Wi-Fi network, then that user is likely to stream the same content when they step outside the home.

This market study estimates the amount of data used over home broadband connections in U.S. households. Additionally, the forecast divides the data usage into that provided by wired Ethernet or Wi-Fi, and it is also splits usage between video and non-video content. In addition to the five-year forecast, this market study discusses the home broadband usage behaviors of U.S. consumers, using results from iGR’s May 2016 survey of over 1,000 U.S. mobile consumers.


Key Questions Answered

  • How many U.S. households have broadband Internet service? How is this adoption rate related to age and income?
  • Which broadband technologies are being used and what connection speeds are being provided to U.S. households?
  • How much home broadband is used today by U.S. households, and how will this amount change over the five-year forecast period?
  • How does usage compare between four quartiles of households that range from low-usage households to high-usage households?
  • How much home broadband is driven by devices connected to a Wi-Fi network in U.S. households?
  • How many different Wi-Fi-enabled devices are typically used in a household?
  • How much home broadband is driven by video applications and non-video applications?
  • What activities do U.S. consumers engage in on their home broadband connection?
  • Which over-the-top video and communication services are used by U.S. consumers?

Who Should Read

  • Mobile operators
  • Cable MSOs and other fixed broadband providers
  • Device OEMs
  • Content providers and distributors
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
    • Home Broadband Forecast
  • Methodology
  • U.S. Consumer Home Broadband Usage and Devices
  • U.S. Consumer Video Usage
    • Types of TV-related Content
    • Broadcast TV
    • Movie Theatres
    • Home Video Methods
    • Preferred Method to View Video Content at Home
  • Video OTT Services
    • Video OTT Services Overview
      • Amazon Prime Instant Video
      • Apple iTunes
      • Google Play Movies & TV
      • Hulu / Hulu Plus
      • Netflix
      • YouTube
    • Video OTT Services Used
    • Reasons Video OTT Services are used
    • Video OTT Services – Frequency of Use
    • Video OTT Services – Devices Used
  • Communication OTT Services
    • Communication OTT Services Overview
      • Apple FaceTime
      • Google Hangouts
      • Instagram
      • Skype
      • Snapchat
      • WhatsApp
    • Communication OTT Services Used
    • Reasons Communication OTT Services are used
    • Communication OTT Services – Frequency of Use
    • Communication OTT Services – Devices Used
  • U.S. Home Broadband Background Information
    • Number of Household Connections
    • Household Connections by Technology
    • Household Connections by Age and Income
    • Household Connections by Speed
    • Trend Toward Higher Speeds
  • iGR Home Broadband Forecast Background Information
    • Data Amounts Associated with Online Activities
    • Quartiles
  • iGR Home Broadband Forecast
    • Number of Household Devices
    • Number of Household Connections
    • Speed of Broadband Connections
    • Speed of Broadband Connections as a Determinant of Quartiles
    • Quartile Descriptions
    • Forecast Assumptions and Drivers
    • Total Home Broadband Usage Estimate
  • iGR Home Broadband Wi-Fi Usage Forecast
    • Drivers and Assumptions
    • Wi-Fi Usage Forecast
  • iGR Home Broadband Video Usage Forecast
    • Drivers and Assumptions
    • Video Usage Forecast
  • Survey Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Broadband Usage Among Survey Respondents
  • Table 2: Broadband Usage Among Survey Respondents, 2013, 2014 and 2016
  • Table 3: Speed of Home/Wired Broadband Connection
  • Table 4: Number of Wi-Fi Access Points at Home
  • Table 5: Devices Used in the Home
  • Table 6: Number of In-Home Devices
  • Table 7: Connected TV Devices Used
  • Table 8: Mobile Device Usage in the Home
  • Table 9: Locations of Automatic Wi-Fi Connection
  • Table 10: Online Activities While at Home
  • Table 11: Frequency of Online Activities While at Home
  • Table 12: Type of Connection for Online Activities While at Home
  • Table 13: Frequency of Viewing Various TV Content
  • Table 14: Frequency of Viewing Live Broadcast TV
  • Table 15: Reasons for Cable / Satellite TV
  • Table 16: Frequency of Movie Theatre Visits
  • Table 17: Reasons to Visit Movie Theatre Less Frequently
  • Table 18: Preferred Format to Rent a Movie
  • Table 19: Preferred Format to Buy a Movie
  • Table 20: Rankings of Video Content Watching Method
  • Table 21: Screens Used for Network TV, U.S. Consumers and their Children
  • Table 22: Screens Used for Movies, U.S. Consumers and their Children
  • Table 23: Current Use of Video OTT Services
  • Table 24: Reasons to use Video OTT Services
  • Table 25: Frequency of Use for all Video OTT Services
  • Table 26: Devices Used for all Video OTT Services
  • Table 27: Current Use of Communication OTT Services
  • Table 28: Reasons to use Communication OTT Services
  • Table 29: Frequency of Use for all Communication OTT Services
  • Table 30: Devices Used for all Communication OTT Services
  • Table 31: Distribution of Fixed U.S. Residential Connections by Technology
  • Table 32: U.S. Households with Internet by Age (Percent)
  • Table 33: U.S. Households with Internet by Income (Percent)
  • Table 34: Distribution of U.S. Fixed Residential Connections by Speed (Millions of Subscribers)
  • Table 35: Devices per Household, 2015-2020
  • Table 36: Penetration U.S. Households with Broadband
  • Table 37: Actual Peak Download Speeds Compared to Advertised Rates by Provider
  • Table 38: Actual Peak Download Speeds Compared to Advertised Rates by Service Tiers
  • Table 39: FCC Data Rates by iGR Quartiles, 2015
  • Table 40: First Quartile
  • Table 41: Second Quartile
  • Table 42: Third Quartile
  • Table 43: Fourth Quartile
  • Table 44: Forecast of Household BW Usage by Quartile, 2015-2020
  • Table 45: Number of U.S. Household Connections per Quartile, 2015-2020
  • Table 46: Total U.S. HH Home Broadband Data Usage per Month by Quartile, 2015-2020 (PBs)
  • Table 47: Total U.S. HH Home Broadband Data Usage per Month by Quartile, 2015-2020 (Percentage)
  • Table 48: Wi-Fi as Percent of First Quartile HH’s Total Home Broadband Data Usage, 2015-2020
  • Table 49: Wi-Fi as Percent of Second Quartile HH’s Total Home Broadband Data Usage, 2015-2020
  • Table 50: Wi-Fi as Percent of Third Quartile HH’s Total Home Broadband Data Usage, 2015-2020
  • Table 51: Wi-Fi as Percent of Fourth Quartile HH’s Total Home Broadband Data Usage, 2015-2020
  • Table 52: Average Wi-Fi Usage as Percent of Average Total Home Broadband Data Usage, 2015-2020
  • Table 53: Video and Non-video Percent of First Quartile HH Total Home Broadband Data Usage, 2015-2020
  • Table 54: Video and Non-video Percent of Second Quartile HH Total Home Broadband Data Usage, 2015-2020
  • Table 55: Video and Non-video Percent of Third Quartile HH Total Home Broadband Data Usage, 2015-2020
  • Table 56: Video and Non-video Percent of Fourth Quartile HH Total Home Broadband Data Usage, 2015-2020
  • Table 57: Average Video Usage as Percent of Average Total Home Broadband Data Usage, 2015-2020
  • Table 58: Respondent Age
  • Table 59: Respondent Gender
  • Table 60: Respondent Ethnic Background
  • Table 61: Respondent Annual Household Income
  • Table 62: Respondent Level of Education
  • Table 63: Age of Children in Household
  • Table 64: Respondent Region
  • Table 65: Respondent Marital Status

List of Charts

  • Figure A: Forecast of Household BW Usage by Quartile
  • Figure B: Total U.S. HH Home Broadband Data Usage per Month by Quartile, 2015-2020 (PBs)
  • Figure C: Average Wi-Fi Usage as Portion of Average Total Home Broadband Data Usage, 2015-2020
  • Figure D: Average Video Usage as Portion of Average Total Home Broadband Data Usage, 2015-2020
  • Figure 1: Broadband Usage Among Survey Respondents
  • Figure 2: Speed of Home/Wired Broadband Connection
  • Figure 3: Number of Wi-Fi Access Points at Home
  • Figure 4: Devices Used in the Home
  • Figure 5: Number of In-Home Devices
  • Figure 6: Connected TV Devices Used
  • Figure 7: Mobile Device Usage in the Home
  • Figure 8: Locations of Automatic Wi-Fi Connection
  • Figure 9: Online Activities While at Home
  • Figure 10: Frequency of Online Activities While at Home
  • Figure 11: Type of Connection for Online Activities While at Home
  • Figure 12: Frequency of Viewing Various TV Content
  • Figure 13: Frequency of Viewing Live Broadcast TV
  • Figure 14: Reasons for Cable / Satellite TV
  • Figure 15: Frequency of Movie Theatre Visits
  • Figure 16: Reasons to Visit Movie Theatre Less Frequently
  • Figure 17: Preferred Format to Rent a Movie
  • Figure 18: Preferred Format to Buy a Movie
  • Figure 19: Weighted Ranking of Video Content Watching Method
  • Figure 20: Screens Used for Network TV, U.S. Consumers and their Children
  • Figure 21: Screens Used for Movies, U.S. Consumers and their Children
  • Figure 22: Current Use of Video OTT Services
  • Figure 23: Reasons to use Video OTT Services
  • Figure 24: Frequency of Use for all Video OTT Services
  • Figure 25: Devices Used for all Video OTT Services
  • Figure 26: Current Use of Communication OTT Services
  • Figure 27: Reasons to use Communication OTT Services
  • Figure 28: Frequency of Use for all Communication OTT Services
  • Figure 29: Devices Used for all Communication OTT Services
  • Figure 30: Distribution of Fixed U.S. Residential Connections by Technology
  • Figure 31: U.S. Households with Internet by Age (Percent)
  • Figure 32: U.S. Households with Internet by Income (Percent)
  • Figure 33: Distribution of U.S. Fixed Residential Connections by Speed (Millions of Subscribers)
  • Figure 34: Distribution of U.S. Fixed Residential Connections by Speed (Percentage)
  • Figure 35: Actual Download Speed (Mbps) 2011 – 2014
  • Figure 36: Devices per Household, 2015-2020
  • Figure 37: Forecast of Household BW Usage by Quartile
  • Figure 38: Number of U.S. Household Connections per Quartile, 2015-2020
  • Figure 39: Total U.S. HH Home Broadband Data Usage per Month by Quartile, 2015-2020 (PBs)
  • Figure 40: Total U.S. HH Home Broadband Data Usage per Month by Quartile, 2015-2020 (Percentage)
  • Figure 41: Wi-Fi as Portion of First Quartile HH’s Total Home Broadband Data Usage, 2015-2020, (GB/month/HH)
  • Figure 42: Wi-Fi as Portion of Second Quartile HH’s Total Home Broadband Data Usage, 2015-2020, (GB/month/HH)
  • Figure 43: Wi-Fi as Portion of Third Quartile HH’s Total Home Broadband Data Usage, 2015-2020, (GB/month/HH)
  • Figure 44: Wi-Fi as Portion of Fourth Quartile HH’s Total Home Broadband Data Usage, 2015-2020, (GB/month/HH)
  • Figure 45: Average Wi-Fi Usage as Portion of Average Total Home Broadband Data Usage, 2015-2020
  • Figure 46: Video and Non-video Home Broadband Data Usage for First Quartile HH, 2015-2020
  • Figure 47: Video and Non-video Home Broadband Data Usage for Second Quartile HH, 2015-2020
  • Figure 48: Video and Non-video Home Broadband Data Usage for Third Quartile HH, 2015-2020
  • Figure 49: Video and Non-video Home Broadband Data Usage for Fourth Quartile HH, 2015-2020
  • Figure 50: Average Video Usage as Portion of Average Total Home Broadband Data Usage, 2015-2020
  • Figure 51: Respondent Age
  • Figure 52: Respondent Gender
  • Figure 53: Respondent Ethnic Background
  • Figure 54: Respondent Annual Household Income
  • Figure 55: Respondent Level of Education
  • Figure 56: Age of Children in Household
  • Figure 57: Respondent Region
  • Figure 58: Respondent Marital Status

For additional information on the U.S. Home Broadband & Wi-Fi Usage Forecast, 2015-2020 market study, please contact Iain Gillott at (512) 263-5682 or by email.