Using a ‘Gigabit-Ready Mark’ to help consumers identify gigabit-capable broadband packages

By 2025 85% of households should have access to gigabit-capable broadband. However, supply is just one half of the market. To ensure that consumers are enabled to adopt gigabit-capable broadband the Gigabit Take-up Advisory Group (GigaTAG) was convened in August 2020.The GigaTAG, comprised of Which?, the Confederation of British Industry (CBI) and the Federation of Small Businesses (FSB), has identified barriers to consumer adoption and recommended solutions to these. These include ways to increase awareness of gigabit-capable broadband, communicate the benefits and mitigate practical barriers to adoption. The final GigaTAG report, which this research fed into, sets out to government the GigaTAGs’recommendations to maximise the take-up of gigabit-capable broadband.

This research tested the effectiveness of a ‘Gigabit-ready Mark’, which aims to increase consumers’ ability to identify gigabit-capable packages. The icon would be displayed on products which meet certain criteria or standards in an accreditation process.