Let’s stay home!

The research brief illustrates that consumers are still using traditional and internet-based communication services in a complementary way in 2020. In total, about 5.4 different services are part of consumers' standard repertoire. This often includes traditional telecommunication services but also WhatsApp and email.

The results of the study suggest that multihoming with regard to communication services is mainly stimulated by product differentiation as well as a diverse circle of contacts and is inhibited by strong network effects. Multihoming can also be restricted by the additional effort that handling multiple services entails.

Multihoming in media services, on the other hand, is less common and less pronounced. Despite the growing willingness to pay, only few consumers are willing to purchase multiple services. With regard to music streaming, more than half of users even prefer free, ad-financed alternatives.

The study is available for download.

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