Why-fi not? Two thirds say COST is the top factor when choosing broadband
- 68% of people choose their broadband provider based on price
- Average speed and area coverage are the next most important factors
- Less than 1 in 10 care about customer reviews
- Black Friday offers see an increase of 33% looking for broadband deals
As Brits prime themselves to take advantage of Black Friday broadband offers, new research from Go.Compare broadband has revealed how we choose our Wi-Fi providers - and for more than two thirds of people, it’s the money that matters most.*
The comparison site asked over 2,000 people for their insight into how they choose an internet provider - weighing up the value of speed, customer reviews, area coverage and more - and found that cost is by far and away the most important factor. 68% of people said price would be a determining factor affecting their decision, while half of people (50%) said their choice would depend on the average speed offered.
Just under a third of people (31%) said that coverage in the area was an important consideration, while less than one in ten (9%) would consider customer reviews as a top factor.
Matthew Sanders, Go.Compare broadband spokesperson, said: “With the cost-of-living still at an all-time high, it’s no surprise that price is a top consideration when it comes to Brits choosing their broadband package.
“If you are nearing the end of your broadband contract, we always suggest taking a look at the offers out there - particularly as we approach Black Friday, when you may be able to get an even better deal.
“In the run-up to Black Friday, we see a 33% increase in people purchasing broadband deals so it’s worth noting how important it is to compare the broadband packages out there.** Shopping around on a comparison site can help you compare broadband packages side by side and make it easier to spot which one offers the best service for you - at the right price.
“While our research shows that less than a third of people consider the area coverage as a top factor in choosing broadband, this can have a big impact on the quality of your internet connection - so make sure to do your research before you buy.
“Customer reviews were another aspect that didn’t rank highly in people’s priorities. However, detailed, recent reviews can give you an excellent insight into the level of service you’re likely to receive, so we do recommend taking a look before you make your decision.
Matthew added, “Something else to be aware of is that the price of your broadband could be subject to change - as many deals allow mid-contract price rises from your provider. So, if cost is an important factor to you, it may be wise to opt for a broadband deal that guarantees a fixed price.
“It’s also worth noting that haggling on your broadband deal could be well worth your time - you could negotiate a lower price on your contract, or even get your provider to throw in additional perks for free.
“To learn all about haggling and how you can save money on your broadband, visit: https://www.gocompare.com/broadband/how-to-haggle-and-get-the-best-deals/.”
For exclusive broadband offers, visit: https://www.gocompare.com/broadband/.
-ENDS-
Contact Information
Rosie Johns
Notes to editors
Notes to Editors
*These findings are from a study released by Sago between November 2-4, 2024, among a random selection of 2,037 of GB adults ages 18+ who are online panelists of Sago’s Community.
The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.
Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.
**Data from Go.Compare shows a 33% increase in orders of broadband between 1-15 November 2023 and 16-30 November 2023.
For further information please contact:
Lynsey Walden or Kath Chadwick at Go.compare on lynsey.walden@gocompare.com or kathryn.chadwick@gocompare.com.
Keep up-to-date with GoCompare on Twitter; @GoCompare
About Go.Compare
Go.Compare is a comparison website that enables people to compare the costs and features of a wide variety of insurance policies, financial products and energy tariffs.
It does not charge people to use its services and does not accept advertising or sponsored listings, so all product comparisons are unbiased. Go.Compare makes its money through fees paid by the providers of products that appear on its various comparison services when a customer buys through the site.
When it launched in 2006, it was the first comparison site to focus on displaying policy details rather than just listing prices, with the aim of helping people to make better-informed decisions when buying their insurance. It is this approach to comparing products that secured the company an invitation to join the British Insurance Brokers’ Association (BIBA) in 2008, and it is still the only comparison site to be a member of this organisation.
Go.Compare has remained dedicated to helping people choose the most appropriate products rather than just the cheapest and works with Defaqto, the independent financial researcher, to integrate additional policy information into a number of its insurance comparison services. This allows people to compare up to an extra 30 features of cover.
Go.Compare is part of Future Plc and is authorised and regulated by the Financial Conduct Authority (FCA).
More information can be found here www.gocompare.com