Gigabit capable broadband comms testing research

Background

By 2025 85% of households should have access to gigabit-capable broadband. However, supply is just one half of the market. In order to help ensure that consumers are enabled to adopt gigabit-capable broadband the Gigabit Take-up Advisory Group (GigaTAG) was convened in August 2020. The GigaTAG is comprised of Which?, the Confederation of British Industry (CBI) and the Federation of Small Businesses (FSB). This research feeds into the final GigaTAG report, which sets out to government the GigaTAGs’ recommendations to maximise the take-up of gigabit-capable broadband.

Aims

The interim GigaTAG report identified that there were a number benefits of gigabit-capable broadband that could be communicated to consumers to persuade them to switch. The main aim of this research was to identify which of these messages resonate most with consumers and whether this differs between different groups of consumers. We also wanted to find out what the optimum combination of communication messages is that persuades consumers of the benefits of gigabit-capable broadband.