Trends Report

Who Forms The Next Wave Of VoIP Consumers?

They're Still Early Tech Adopters, So Sell VoIP As Plain Old "Voice" To Win

December 21st, 2007
SC
Sally M. Cohen
With contributors:
Remy Fiorentino , April Lawson , Ellen Daley

Summary

VoIP providers should be happy to know that awareness of their service is growing — 62% of online consumers have heard of VoIP, compared with only 43% in 2005 — but this isn't translating as quickly into purchases of VoIP. Interest in the technology persists but has remained nearly flat since 2005 at a little more than 10% of consumers. Standard messaging about low price points, expanded feature sets, and international calling plans will continue to drive awareness and interest among early-adopter consumers. But to convert mainstream consumers from awareness to interest to adoption, marketers must sell the service — not the technology — and market its reliability and the seamless transition from plain old telephone service (POTS) to VoIP.

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