Recognizing cord-cutters in the Swedish telecom market

Paper in proceeding, 2010

This study aims to explain profile and basic behavior of cord-cutters -telecom users that rely on mobile-only communication- and discuss its managerial implications. Using binary logistic regression models and 1943 samples from a national survey, the study reveals that the population of cord-cutters in the Swedish market are predominantly by male youngsters with low annual household income and live in apartment. The cord cutters also tend to have only the mobile for their private broadband access but mostly have light mobile applications use. This indicates that the decision of being cord-cutters is mainly due to financial efficiency rather than motivated by other practical reasons. This also indicates that it may be a bit early to assume the mobile platform as an effective environment for efforts that target broad segments of the public as only limited portion of the population exploit the m-services.