Consumers increasingly frustrated when it comes to switching broadband providers

The majority of consumers (71%) find the process of changing internet providers to be frustrating, complicated or intimidating, according to new research released today.

Cavell’s 2024 UK Consumer Broadband Report surveyed over 1,000 adults across the UK, with the findings revealing that just 28% of respondents find the process of switching broadband providers to be easy. 18-24 year olds find the process most complicated, with a third (33%) highlighting frustrations.

What’s more, the majority of consumers are engaged with their broadband contract and know when it is up for renewal (87%), with just 13% unaware when their existing contract ends. Furthermore, the research reveals that one in four consumers (25%) will seek a new contract immediately when their previous one ends.

When it comes to broadband speed and understanding of what you pay for vs what you receive from your provider, there are generational differences. Awareness is very high (80%) amongst adults under 34 years old but drops quite steeply in the 55+ age bracket, with just 57% of respondents saying they knew if they are getting what they are paying for.

Finbarr Begley, Senior Analyst at Cavell, commented: “I think it’s important to acknowledge that while there is friction with some elements like switching providers, and perceptions of individual providers might not be positive, many consumers are happy with their internet. It is fast enough, it is letting them do everything they want with it, and they think that will continue. Of course, this poses a challenge to the broadband industry in the UK who want to keep selling faster, better, and more competitive services. There is yet to be a clear use case for mass adoption of hyperfast next-generation broadband across the country. You don’t need it if you just stream video every night.”

In other findings, despite the much publicised struggles reportedly faced by BT currently, the provider has the second largest percentage of positive sentiment (42%) amongst national providers; only behind Sky (48%) and marginally ahead of Virgin (39%). TalkTalk meanwhile, which is reported to be facing an uncertain future, fares less favourably in perceptions, with more UK consumers feeling negative (29%) towards the provider than positive (23%).

Despite the exponential growth of online services in recent years, just 52% of respondents predict an increase in their internet usage over the next three years. Meanwhile, it is the demand for streaming TV services (65%) that comes out as the primary use of the internet, significantly above those who rely on it for working from home (37%). Perhaps surprisingly, the research also revealed that the majority of UK consumers (64%) said they have not been impacted by disruption in terms of roadworks to improve internet facilities in the last three years.