Users happy to change ISPs for better speeds

Despite previous surveys showing customers as reluctant to change their providers, a new report has revealed over half have already jumped ship.

broadband speeds

More than half of broadband customers have changed their providers to seek out better deals, according to a report released today.

The survey, from Orchid Consulting, shows the figure was much higher than originally thought.

Although the main reason for customers moving was the speed of connection, the report showed they selected new providers based on cost, not dependability.

Advertisement - Article continues below

Keith Gait, founder and principal consultant at Orchid, said this finding demonstrated customer satisfaction is not a predictor of customer loyalty.

"It's clear that broadband companies have got to walk the walk as well as talk the talk," Gait said in a statement.

More than a quarter of customers surveyed said the service they received did not match their expectations, even though it was the most common cause for them to leave.

"People aren't afraid of switching if connectivity speed is not up to scratch, and poor customer retention can prove very costly," added Gait.

The report also showed that newly acquired customers are not the only ones to move, as more than 80 per cent of respondents said they stayed with their provider for over a year before switching.

At present there are high levels of infrastructure competition in the broadband market, with more than 300 broadband providers in the UK.

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

In 2010, nearly nine out of 10 UK internet connections were made using broadband, according to the Office for National Statistics (ONS).

"Good satisfaction levels will not necessarily be maintained and inertia can turn to churn very swiftly," concluded Gait.

"The key learning is that you cannot focus simply on one aspect of your offering. Purchasing decisions and switching decisions are much more complex than any one single issue."

Featured Resources

Top 5 challenges of migrating applications to the cloud

Explore how VMware Cloud on AWS helps to address common cloud migration challenges

Download now

3 reasons why now is the time to rethink your network

Changing requirements call for new solutions

Download now

All-flash buyer’s guide

Tips for evaluating Solid-State Arrays

Download now

Enabling enterprise machine and deep learning with intelligent storage

The power of AI can only be realised through efficient and performant delivery of data

Download now
Advertisement

Most Popular

Visit/software/video-conferencing/355138/zoom-beaming-ios-user-data-to-facebook-for-targeted-ads
video conferencing

Zoom beams iOS user data to Facebook for targeted ads

27 Mar 2020
Visit/infrastructure/server-storage/355118/hpe-warns-of-critical-bug-that-destroys-ssds-after-40000-hours
Server & storage

HPE warns of 'critical' bug that destroys SSDs after 40,000 hours

26 Mar 2020
Visit/software/355113/companies-offering-free-software-to-fight-covid-19
Software

These are the companies offering free software during the coronavirus crisis

25 Mar 2020
Visit/cloud/355098/ibm-dedicates-supercomputing-power-to-coronavirus-researchers
high-performance computing (HPC)

IBM dedicates supercomputing power to coronavirus research

24 Mar 2020