Internet Providers to Promote Affordable Plans to Low-​Income Households

BY Rachel Cagle
Featured image for “Internet Providers to Promote Affordable Plans to Low-​Income Households”

Cox Communications announced the overwhelmingly positive results of a survey of Connect2Compete program participants, a program designed for low-​income families in need of internet access at home. The vast majority of parents agree low-​cost internet service at home gives children a leg up for high school graduation (91%) and helps students get higher grades (89%).

According to AudienceSCAN, 43.1% of U.S. adults are members of Low Income Households and about 30% have children living at home. About 10% plan to purchase high-​speed internet for their homes within the next year. Perhaps that percentage would be higher if these consumers were made aware of the benefits internet access could give their children.

The recent survey of more than 1,700 Connect2Compete participants revealed parents agree Connect2Compete:

  • Makes it easier to communicate with teachers and the school (95%)
  • Sets children up for success (94%)
  • Makes children more interested in school work (88%)
  • The convenience of having internet access at home is among the greatest benefits (97%)

According to the survey, most Connect2Compete customers are first-​time internet users. Many first-​time internet users lack the digital literacy skills necessary to make the most of their internet connection. To help bridge this gap, Cox Communications offers free digital literacy training and resources through the Cox Digital Academy. The digital literacy training is designed to empower low-​income families to build educational, economic and social opportunities crucial to realize the full potential of a home internet connection. 

Even though Low Income Households may not have regular internet access, many still own mobile devices, so they can be advertised to digitally. Nearly 49% own Android mobile phones and 28.2% have iPhones, according to AudienceSCAN. Within the last six months, these consumers have used their mobile devices to watch online or streamed videos (47.2%), redeem or download a coupon (21.3%) and search for nearby retailers (18.6%). This group can be targeted with ads during these activities.

"With convenient, reliable internet access at home, students can readily focus on their school work, explore their passions and ultimately reach their full potential in life," said Pat Esser, president of Cox Communications.During the back-​to-​school season, empowering students with the right tools is top of mind for parents and teachers.

So, what's the best way for internet providers to reach Low Income Households with this game-​changing news for their kids? Last year, according to AudienceSCAN, 39.7% took action after receiving an email ad and 36.5% reacted to either text ads or advertisements they saw on their mobile smartphone apps. About 15% also find advertising on social networks useful to them. Don't ignore traditional methods though. About 25% of these consumers view mailed ads/​flyers as the best method for bringing sales to their attention.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.