NCTA — The Internet & Television Association
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America's Viewpoint

Consumer Insights

Over the past few decades, technology has transformed our lives and changed how we live, work, learn and play. With virtually every American relying on the internet and enjoying the vibrant TV programming marketplace, it’s important to understand consumer attitudes and sentiments about the latest technologies and entertainment options at their fingertips.

Americans See the Internet as an Economic Force

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54%
Americans think the internet and cable industry's investment in infrastructure in the U.S. has helped local communities
Percent of Americans who see high-speed internet as important to each of the below:
79%
The U.S. Economy
77%
My State Economy
74%
My Local Economy
59%
My Job
Source: Morning Consult, December 2020

Americans' Satisfaction with At-Home Internet Service

Percent of Americans who see high-speed internet as important to each of the below:
81%
Satisfied with
quality
81%
Satisfied with
security
80%
Satisfied with
reliability
79%
Satisfied with
speed of downloads
family watching a show on a laptop
Source: Morning Consult, April 2021

Exciting Aspects of Today's TV Experience

Percent of adults excited about the following TV services:

74%
More high-quality original programming
66%
More choices among pay TV services
60%
Ability to record shows on a smartphone or computer
Source: Morning Consult, December 2020

The Value of Gigabit Internet

61%
Adults think subscribing to gig-speed internet service would add value to their life
Source: Morning Consult, December 2020

The Future of Broadband Internet and Cable Services

Percent of adults who think it is important broadband internet has the following features:

89%
Consistently
Dependable
88%
Greater encryption and privacy controls
84%
Ability to handle more data from more devices
83%
Unparalleled
Speed
family watching a show on a laptop
Source: Morning Consult, December 2020

Broadband Companies Will Meet Future Internet Needs

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73%
of adults are confident that companies providing broadband service will continue to improve to meet future needs, including 26% who are very confident.
Source: Morning Consult, April 2021
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The COVID-19 pandemic has underscored the importance of broadband so consumers can stay connected for learning, working, visiting doctors, communicating with family and much more.