TalkTalk has seen an upturn in new custom this year, which suggests confidence in the firm is picking up following the data breach in 2015.
Figures from Kantar show the number of new customers at the telecommunications provider went up by 3.2 per cent in the first quarter of 2015,
The company was at the centre of a high-profile data breach in October last year, when hackers attacked its website and stole confidential customer data.
However, the increase in new business since then suggests its efforts to recover from this incident are reaping results.
For instance, Kantar said consumers have been swayed by heavy promotional activity and increased value propositions in the last few months.
Furthermore, it noted that TalkTalk is rolling out voice biometric technology to tighten security, as well as providing reassurances on wider data security issues.
"Over 40 per cent of its new customers said they chose TalkTalk due to its low cost or a promotion on offer - well above the market average of 30 per cent," Kantar observed.