Declining calls and changing behaviour: a qualitative research study
Ofcom commissioned Futuresight to conduct in-depth qualitative research to enhance our understanding of how consumers and micro-businesses use communication services
The way consumers and micro-businesses use communication services is changing. This research was designed to understand the drivers of these changes.
In particular, Ofcom wished to enhance understanding of why the volume of landline calls has declined. The aim was to help us understand the markets we regulate and to ensure that any changes in behaviour were not being caused by consumer detriment.
This report is based on qualitative research findings from in-depth interviews with a cross-section of 52 consumers and 12 micro-business decision-makers across all four UK nations, covering urban, suburban and rural locations. The fieldwork was conducted in September 2019.