The market has already been sold on better WiFi. The problem is proving it works.
81% of households now pay extra beyond their base plan for better coverage, but paying for it hasn’t fixed it. Paid WiFi homes are actually more likely to report frequent issues, and when problems persist, trust erodes and switching intent activates on a clock.
May Highlights
- 81% of households pay extra to improve their WiFi, the upgrade has been monetized
- Paid WiFi homes are 2.6x as likely to report daily or weekly issues than non-paid homes
- 86% prefer remote or visual resolution over a technician visit when it can solve the issue quickly
- 68% are likely to switch providers within 6 months if issues remain unresolved
Paid WiFi has created a higher value customer segment with higher expectations, and higher exposure. Without visibility into the in-home experience, providers can sell the promise but can’t prove the outcome.
Download the full report to see where instability concentrates, why paid households are most at risk, and how verified resolution protects revenue, trust, and retention.
