UK’s largest ever consumer broadband study reveals best and worst providers according to their customers

  • interviewed 16,753 UK broadband customers across a three week period, making it by magnitudes the largest study of its kind ever undertaken
  • Providers were rated by their own customers on how closely they met their expectations in five categories: Reliability, value for money, customer service, speed, and the process of switching to/joining
  • Virgin Media and Plusnet top out all categories, with Plusnet pipping Virgin Media to the best combined score by the narrowest possible sliver. Sky also put in an excellent showing, coming in second in three out of five categories
  • Individual providers for which less than 400 customers were interviewed have been removed from the results as a result of normal error margins producing adverse effects within such a huge sample
  • The full chart of results can be accessed here, via Google Docs. We have also built an interactive map which shows differences in customer satisfactions levels regionally. It can be embedded into any web page

Tuesday 31 October 2017: has published results of the largest broadband customer satisfaction survey ever undertaken.

16,753 broadband customers were asked to rate their providers in the following individual categories: Reliability, value for money, customer service, speed and the process of switching to/joining.

Plusnet came out on top for value of money, customer service and the switching to/joining process. Virgin Media, meanwhile, took first place in both reliability, and speed.

Sky, coming in third overall, also performed well, coming in second in reliability, customer service and switching to/joining.

TalkTalk came in last place out of the 'big six" providers, with BT second-last.

Individual category tables can be found here, via Google Docs.

Commenting on the results of the survey, Dan Howdle, consumer telecoms analyst at, said:

"Coupled with the unprecedented sample size, by focusing on how each aspect of the service customers receive measures up against their expectations, we have effectively levelled the playing field. For example, a 200Mbps customer who gets 100Mbps is likely to score similarly to a 17Mbps customer who gets 8Mbps.

"The aim will be to reproduce these results at the same time each year, so it will be interesting to see whether providers who did not perform as well can make up some ground on this year's customer experience leaders."

Notes to editors

  • The full table can be accessed here, via Google Docs
  • Atomik Research collected the data from 20,005 UK broadband customers, on behalf of, during the three-week period starting 5 Oct 2017 – 3,252 respondents have subsequently been removed from the results due to belonging to providers where we could find less than 400 customers
  • If using our research and/or commentary we would deeply appreciate a link either to this page or to
  • If you require additional comment on this or any other consumer telecoms story, please contact Dan Howdle (, or by phone on 01543 416 762) who will put you in touch with one of our experts


What is Cable?

Cable is a broadband, TV and phone comparator, unique news source and consumer champion.

Dan Howdle has been plugged into the attitudes of UK broadband, TV and mobile customers for over two decades, running research fieldwork both nationally and internationally on behalf of the biggest players in the industry. Dan is now consumer telecoms analyst at Cable, as well as more formally operating in the role of its Director of Communications and Content.

An experienced broadcaster, commentator and writer, Dan has appeared on BBC TV and radio, ITV, Sky and in the national papers. Dan has advised Ofcom on issues surrounding service quality, administered Cable’s Broadband Service Quality Awards and sat on the panel of judges for the Internet Service Providers Association annual awards.

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