The speed benefits of 4G mobile services may not be enough on their own to entice new customers, a study has suggested.
Research conducted by Virgin Media Business found that 90 per cent of consumers would not switch service provider purely for the benefit of faster mobile data transfers.
Indeed, for those people considering a 4G mobile broadband contract, cost (61 per cent) remains the main factor, in terms of how much value they are getting for their money.
The desire for increased network coverage was found to be a main motivating factor for 34 per cent, while 22 per cent said they would be influenced by service reliability.
Virgin Media Business found that understanding of mobile speeds is relatively low, with just 29 per cent of consumers aware of what they currently receive.
And a similar proportion of respondents did not know what to expect in terms of 4G download speeds.
George Wareing, Director of Mobile and Broadcast at Virgin Media Business, said a huge investment is being made into existing and future services, and there are "huge expectations" around what those advances will bring to the UK.
As such, he claimed broadband providers need to work more closely to deliver a blend of technologies that will "not only improve existing 3G performance, but also ensure 4G is the success everyone wants it to be".
"But it’s not just a question of balancing the investment that’s made in the underlying infrastructure that’s key to this, it’s also important that we take the consumer with us on this journey," Mr Wareing stated.
He noted that price will always be a factor with consumer purchasing decisions.
"However, by taking a holistic approach and giving customers a better understanding of their services, operators will be able to differentiate themselves not just on price but on a better all-round service," Mr Wareing added.
He said they can set themselves up perfectly to roll out future technology such as 4G.