Are Verizon & AT&T Missing a Customer Pool?

In the battle for broadband supremacy, at least how the duopoly define it, it very maybe that the majors are missing a large target market In a recent Pew Poll of broadband there were a few key points –

• 62% of dial-up users say they are not interested in giving up their current connectionfor broadband.

When asked specifically what it would take them to get them to switch to broadband:

• 35% of dial-up users say that the price of broadband service would have to fall.
• 19% of dial-up users said nothing would convince them to get broadband.
• 14% of dial-up users – and 24% of dial-up users in rural America – say that
  broadband service would have to become available where they live.

And of noninternet users….

When asked why they don’t use the internet:

• 33% of non-users say they are not interested.
• 12% say they don’t have access.
• 9% say it is too difficult or frustrating.
• 7% say it is too expensive.
• 7% say it is a waste of time.

Another words roughly 20% of the population that they could get to use broadband have not been provided with a compelling reason to swtich, even if it is available to them. When someone says that it is hard to use. Are they referring to the internet or possibly the website to figure out what the options are? When on says that the Internet is a waste of time. They could be right. Many is the day I have seen my daughter burn her life away on FaceBook. 7% say that broadband is too expensive, and they would be right it is.

What is most striking is that 24% of those dialup user polled said broadband would have to be available to them. That folks is the equivalent of the California Gold Rush. The firm that can tap into that market cheaply and at a profit will have a license to print money. The Majors are not going after that market. They are sticking with the urban/suburban markets.

Full report here.