As the digital divide continues to close with U.S. communities benefiting from $62.4 billion in federal broadband investment1, internet providers have a communications services marketing opportunity to increase their market share.
Did you know?
- Americans spend an average of 5.5 hours online every day, outside of work.2
- 85% of Americans consider the internet a utility, just like electricity, gas, or water. 2
- 92% of Americans subscribe to a home internet service. 2
In 2024, more than 97% of Americans (333.1 million people) said they use the internet—an increase of 51 million since 2015. There are still nearly 10 million Americans who don’t use the internet, and more than 5 million households that don’t have a computer. 2
Internet service providers who connect and engage with these consumers can acquire new customers and grow their footprint.
3 Communications Services Marketing Strategies to Engage Internet Customers:
Mspark can help you identify consumers most likely to become your best customers and engage them with the right messaging, at the right time, through the most effective media channels.
1-Deals: Research indicates that local consumers are always looking for a bargain with their activity primarily driven by price.3
2-Coupons: High-speed internet subscribers for home use are:
- 20% More likely to find coupons/discount codes in the past 30 days on an internet-connected device.4
- 23% More likely to usually make buying decisions based on which coupons they have. 4
11% of home internet subscribers plan to switch providers in the next 6 months; 11% also have noticed price increases. 5 Messaging that includes offers and value can help engage these consumers as they make purchase decisions.
Of potential switchers, 37% are Millennials, 34% are Gen X, and 23% are Gen Z, while Boomers make up 16% and Seniors less than 1%.
Consumers planning to switch their internet provider service are 34% more likely to make purchase decisions based on coupons they have and 18% more likely to find discounts on an internet-connected device.4
3-Bundles: 67% of US adults do NOT bundle their home communications services.5 Engage them with offers and incentives to bundle.
Providers can reduce churn by up to 46% by up-selling single-service customers to bundled services.6
Whether it’s targeting people ready to buy with media that drives quick action or building long-term loyalty with high-value customers using their favorite media channels, Mspark can help providers connect cost-effectively with no wasted ad spend, which helps lower your cost per acquisition (CPA).
Broadband customers are highly responsive to mail and digital advertising media.4
Broadband Internet Subscriber for Home Use Advertising Response Past 12 Months
Integrated Communications Services Marketing Campaigns Featuring Value-Driven Creative Drive Results
Consumers respond to integrated campaigns: 43% are more likely to make a purchase when they receive both print and digital messaging. 7
Direct mail drives 4.7x more cost-efficient acquisition of telecom customers compared to other media.6
Learn how other service providers have acquired new clients and lowered cost per acquisition in our case studies. Click “get started” below to connect with an expert to plan your strategy.
National Telecom Provider Cost-Effectively Acquires New Customers
Movers Prove Value In Acquisition Strategy for Regional Telecom Provider
Telecom Provider Accelerates Acquisition + Reduces CPA
Sources: Broadband Equity Access and Deployment Program, broadbandusa.gov1; Internet Statistics 2025 Usage and Availability in the United States, highspeedinternet.com, Jan 6, 20252; Our Best Intel. Morningconsult.com. 13 Aug. 2024. Web. Aug. 20243; AdMall AudienceSCAN 20244; Prosper Insights & Analytics January 20255; Mspark Response Database6; Mspark Analytics, ESRI7