Harrison Study Misses Key Barrier to Consumer VoIP Adoption

A Harrison Interactive study released today highlighted the growing awareness of Voice over IP technology within the consumer market place. The study, which featured sections on awareness, reasons to adopt, and barriers to adoption was the result of a survey conducted online between October 12th and the 16th, 2005 involving over 2,200 individuals. Although the study was a great numerical statement of a trend that many of us within the industry already see, the study fell short in one particular area; barriers to adoption.

The number one barrier to consumer VoIP adoption is a lack of broadband internet, not the fact that consumers prefer a landline or a mobile/cell phone. One of the primary reasons the survey did not uncover this fact is that it was it was done online, and I think it is safe to say the vast majority of those participating in paid online surveys are surely already on a broadband internet connection.

Due to the way VoIP service providers are marketing their services as the “low cost alternative” to traditional phone service, VoIP service providers are attracting droves of low-cost consumers, who more than likely have low-cost (read: dial-up) internet service. Because VoIP service requires broadband internet, most of these low-cost consumers are not going to upgrade their internet service and pay more for it, just to save money on their phone bill. Hence the reason why the lack of broadband internet is the largest barrier to consumer adoption of Voice over IP.