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Virgin Media and Sky are held in higher regard among broadband customers than TalkTalk and BT, a new study has found.

According to a poll by, 68.7 per cent of people believe Virgin Media has a good reputation, while 67.5 per cent think Sky Broadband has a favourable image.

By contrast, 78.4 per cent of respondents said they believe BT has a poor reputation, while 34.4 per cent of people said the same about TalkTalk.

The survey also found that many consumers consider reputation before switching to a new broadband provider.

Some 79.7 per cent of those polled agreed that a company's image impacts on their choice, while 17.9 per cent said it influences their decision "maybe a little".

Commenting on the findings, said it is "no great surprise" that Sky Broadband and Virgin Media have a "distinctly more positive reputation" among respondents.

"Both providers tend to attract significantly fewer consumer complaints and Virgin are well known for offering the fastest widely available broadband speeds," it observed.

"By comparison, TalkTalk has been caught up in various problems over the years - the cyber attack is just one of the biggest examples - and meanwhile BT, being the largest overall broadband provider by some margin, will always tend to attract a large volume of gripes."

However, stressed that reputation is ultimately "a matter of personal perception", and may not always reflect reality.

Furthermore, it noted that bad reputations are not always "terminal", as many businesses have recovered after correcting their approach, as evidenced by TalkTalk returning to growth following the cyber attack in 2015. added that broadband providers with reputational problems are therefore better off confronting them rather than ignoring them.

"Often the worst thing that an ISP can do is try to sweep problems under the carpet or dismiss them out of hand and hope nobody noticed," the website said.


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