One in four broadband customers willing to switch, survey finds
One in four internet customers would be willing to switch providers this year according to a survey.
A new study carried out by EY found that up to a quarter of us would be prepared to change internet providers. This is an increase from just over one in five (21 per cent) when the last survey was carried out in 2013.
Low prices and a lack of trust in internet service providers (ISPs) are listed as the main reasons for switching with around 43 per cent of households switching because of these reasons.
Additionally, less emphasis is being placed on the bundles, where ISPs offer internet, mobile, TV and telephone services. Just nine percent of households switch because of the package being offered. Over half of those polled said they would be interested in a package that included mobile only if it offered a substantial discount.
The survey also discovered that for most people there is little difference in the broadband suppliers. One in three of us sees little to no difference in the internet service and quality provided.
The use of price comparison sites to find the best broadband deals is up from the previous survey. Nearly four out of ten (38 per cent) of those polled use a comparison site to choose their broadband provider. This is up from 34 per cent in 2013.
Stuart Orr, EY technology, media, entertainment and telecommunications sector partner, said: “Even though there’s greater segmentation and more targeted offerings than ever before, consumers see little difference between providers. This suggests the industry could be moving towards a model similar to the utility market, where the only perceived differentiator is price. Avoiding that ‘race to the bottom’ will come down to the value of the brand, particularly in terms of trust, customer engagement and service.”
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(Image: Kings Sutton)
