Research from Parks Associates and TechSee presented at Enterprise Connect shows that as broadband competition expands across fibre, 5G fixed wireless, and next-generation satellite services, providers in the US are increasingly winning or losing customers based on the quality of the in-home Wi-Fi experience.

The firm’s white paper, Seeing the Unseen: Delivering Connectivity with Confidence, developed from a survey of 8,000 US internet households, quantifies the direct financial and brand impact of poor in-home connectivity and outlines how self-support apps enhanced with visual AI can reverse churn risk and strengthen loyalty.

“The home has become the new competitive battleground for service providers and smart home brands,” commented Eitan Cohen, CEO of TechSee. “Most connectivity issues originate in the physical environment, yet traditional service channels depend on verbal descriptions and remote signal telemetry. Visual AI plays a critical role in closing that visibility gap. Providers that can clearly understand and resolve what is happening inside the home will be better positioned to protect loyalty, reduce churn risk, and improve operational performance.”

Research highlights:

• Over 80 per cent of US households subscribe to fixed home internet, and more than 25 per cent report gigabit speeds, yet performance perception drives satisfaction nearly as much as download speed.
• 40 per cent of smart device owners report wireless connectivity loss as a common technical issue, and 41 per cent of those encountering device problems require professional support, increasing operational costs for providers.
• Despite growing digital engagement, only ~7 per cent of US internet households use their ISP app for customer support, highlighting a major opportunity to expand digital self-service capabilities.
• Wi-Fi dead spots reduce Net Promoter Score (NPS) by 17 points on average, a 27-point decline from industry norms.

With mobile network operators now accounting for an estimated 11 per cent of residential internet households via fixed wireless, and low-Earth orbit satellite providers expanding nationally, service differentiation is shifting from throughput to experience. Parks Associates finds that customer premise equipment (CPE), Wi-Fi 6/6E and Wi-Fi 7 upgrades, mesh systems, and intelligent router telemetry are emerging as critical competitive levers. However, traditional telemetry alone cannot fully diagnose home environment challenges such as router placement, interference, or structural barriers.

“Self-support apps powered by visual AI offer a scalable solution and enable customers to diagnose issues instantly, receive guided remediation, and avoid unnecessary truck rolls,” commented Jennifer Kent, SVP & Principal Analyst, Parks Associates. “As broadband penetration reaches maturity and competitive entry accelerates, ISPs face a defining moment: control the in-home experience or risk losing it to competitors that can deliver clearer visibility and faster resolution.”

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Categories: AI, Articles, Broadband, ISP, Markets, Research

Tags: AI, fibre, mobile, Parks Associates, usa