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Cheaper, not faster – Price is number one consideration when choosing a broadband deal, new study finds

  • Price is the most important factor for customers looking for a new broadband package; ahead of speed, usage limit, contract length, inclusive calls, provider advertising, provider reputation, freebies and router/hardware
  • Provider advertising is least likely to affect purchasing decisions, scoring just 4.11 out of 10
  • Two in five broadband users rated the importance of price at 10 out of 10

29 June 2015: Consumers are influenced more by the price of a broadband package than the speed it can deliver, according to a survey of 2,500 broadband users carried out by broadband, TV and mobile comparison site Cable.co.uk.

The past: the birth of mobile internet

When asked which was the most important when considering whether to purchase a particular broadband package, on average respondents rated price 8.2 out of 10 (10 being the most important). What's more, two fifths of respondents rated the importance of price at 10 out of 10.

According to the survey, the price of broadband has a bigger influence on consumers than speed, usage limit, contract length, inclusive calls, provider advertising, provider reputation, freebies and router/hardware.

Usage limit was the second most important factor, scoring an average of 7.99 out of 10. Provider advertising was the least important, scoring just 4.11 out of 10.

Commenting on the results, Cable.co.uk's consumer telecoms expert Dan Howdle said:

“With price the number one consideration when comparing broadband deals, you'd think most of us would be paying as little as possible. Nothing could be further from the truth, however.

""Research we conducted earlier this year found that half of us have never switched broadband provider*. Not once. That's a vast proportion of people stuck in deals they're almost certainly paying too much for.

"It's a sort of collective dissonance, where, on the one hand, we all want to pay less for our broadband, and on the other we can't be bothered with the hassle of switching broadband providers. We should not be so easily put off."

"Finding a better broadband deal and switching to it has never been easier than it is right now. This month, Ofcom brought in new rules to bring switching broadband into line with other utilities such as electric and gas. Choose a new broadband deal, sign up, and your new provider will do the rest.

"Most of us could be saving hundreds of pounds a year."

Consumers can test the speed of their internet connection by using an online checker like the one here: www.cable.co.uk/tools/broadband-speed-test/

Study results

On a scale of 1-10, where 1 is completely unimportant and 10 is extremely important, how important are the following factors in affecting your purchase of a new broadband deal?

Price

The past: the birth of mobile internet

Speed

The past: the birth of mobile internet

Router/hardware

The past: the birth of mobile internet

Special offers/freebies

The past: the birth of mobile internet

Provider advertising

The past: the birth of mobile internet

Provider brand/reputation

The past: the birth of mobile internet

Usage limit (limited/unlimited)

The past: the birth of mobile internet

Contract length

The past: the birth of mobile internet

Inclusive call package

The past: the birth of mobile internet

Notes to editors

  • *Survey conducted April 2015 among 2,000 broadband users.
  • If using our research and/or commentary we would deeply appreciate a link either to this page or to https://www.cable.co.uk

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What is Cable.co.uk?

Cable.co.uk 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. Having spent 12 years at the coalface of consumer telecoms research, initiating and running projects both nationally and internationally on behalf of the biggest players in the industry. Dan is now Director of Communications and in-house consumer telecoms expert for Cable.co.uk.

An experienced broadcaster, commentator and writer who frequently appears on BBC TV and radio, ITV, Sky and in the national papers and their websites, Dan leads a team of journalists and communications folk who spend their days researching and reporting on problems faced by UK broadband, TV and mobile customers both on an individual and macro level.

Dan campaigns on many issues currently facing consumers of broadband, TV and mobile products in the UK. These include, but are not limited to: Rural broadband provision; mobile coverage; broadband, TV and mobile customer contract issues; broadband and mobile broadband speeds; switching and money-saving; infrastructural challenges; pricing, changes and structures; shifts in technology and the marketplace; telecoms regulation, policy and law; fines, adjudications and policy changes; mergers and closures of UK providers; annual financials and more.

Dan has advised Ofcom on issues surrounding service quality. He also administers and adjudicates the yearly Broadband Service Quality Awards and sits on the panel of judges for the Internet Service Providers Association annual awards.

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