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Consumer Engagement with the Broadband Market

Which? has undertaken in depth qualitative research to understand barriers to consumer engagement in the broadband market. It is clear that consumers can benefit from engaging in the broadband market. However, they often face barriers to doing so.

This in-depth qualitative research was conducted with consumers around the UK to explore the drivers that underpin people’s behaviours and decisions around engagement. The research was complemented by a general public survey in September 2019 of 1,714 UK adults who have responsibility for their broadband contract.

This report sets out our findings that a lack of engagement is the result of a complex picture of interlinking factors and associated behavioural factors. We found six key barriers to broadband engagement. These relate to the confidence and ability of consumers to understand their needs and identify a relevant package, their knowledge of how pricing works in the market, their beliefs around the risk of making changes and their evaluation of their current service.  

If you would like any further information on the research, please contact broadbandengagement@which.co.uk

Consumer Engagement with Broadband- full report 1482 Kb | 18 Oct 2019
Broadband- Summary of qualitative research 193 Kb | 18 Oct 2019
Broadband Infographic 50 Kb | 18 Oct 2019
Broadband Quantitative Survey 117 Kb | 31 Oct 2019