Just 31% of those with standard broadband believe they can get fibre in their area, despite superfast fibre broadband now being available to 78% of UK households
Nearly three quarters (72%) are willing to spend extra for superfast broadband, on top of their current packages
31% are unaware that superfast services are offered by providers other than BT or Virgin Media; 15% have no idea which providers offer a superfast service
With two thirds (65%) of broadband customers now considered heavy or moderate internet users, fibre broadband is set to become a household essential
Standard broadband users are willing to pay £5 extra a month for superfast speeds, but fibre is currently £9 more expensive than standard packages
Superfast broadband speeds can now be accessed by almost eight in 10 (78%) households says Ofcom, and yet confusion reigns over which providers offer fibre services, where these are available and the benefits of fibre, according to new research from Uswitch.com, the price comparison and switching service.
The Government’s Broadband Delivery UK programme, alongside industry investment, has made superfast services widely available, but figures show that only a quarter (28%) of UK consumers are using fibre broadband .
Uswitch’s research suggests consumers with standard broadband are confused about what is available to them, as less than a third (31%) think they can get superfast speeds at home and more than four in 10 (43%) have no idea if it is available in their area. However, nearly three quarters (72%) are willing to spend extra each month in order to receive superfast broadband.
Rural broadband users – who typically suffer most from sluggish speeds – are far more likely to be clued up regarding availability of fibre broadband. Just 28% of rural users had no idea whether superfast broadband was available in their local area, compared to 44% in urban and 52% in suburban areas.
Superfast speeds are now offered by multiple broadband providers across the UK, but almost a third (31%) are unaware that superfast services are offered by providers other than BT and Virgin Media. Another 15% of home broadband users have no idea which providers offer superfast internet.
With two thirds (65%) of broadband customers now considered heavy or moderate internet users, fibre broadband is likely to become a household essential. However, price still remains a factor for consumers considering an upgrade to superfast. Those with standard broadband are willing to pay an extra £5 a month on average, but superfast deals cost, on average, £9 per month more than standard packages.
Ewan Taylor-Gibson, broadband expert at Uswitch.com, says: “As the majority of us become heavy or moderate internet users, we expect even more from our internet connections. With 42% of households regularly using three or more gadgets on Wi-Fi at once, there’s never been a greater need for faster speeds in UK homes.
“Despite significant investment in superfast broadband, this research shows awareness – over whether you can get fibre broadband, and who offers it – is still one of the biggest barriers to enjoying superfast speeds. Many people are willing to spend extra each month for faster internet, but don’t know whether or not it is available in their area.
“Consumers who are interested in superfast broadband should do their research to make sure they are considering all available providers. Using tools such as a postcode checker will allow you to see which providers offer fibre in your area and what speeds you can receive before you commit.
“Whilst the government’s latest superfast advertising campaign may help to stimulate demand, more needs to be done to make the availability and benefits of fibre clear, making sure consumers are notified by broadband providers when it’s live in their area and that homes are clear on the benefits superfast speeds can offer.”
Uswitch’s postcode checker allows users to check fibre broadband availability in their area: http://www.uswitch.com/broadband/postcode_checker/
For more information visit www.Uswitch.com or call 0800 093 0607
-Ends-
Lucy Smart
Phone: 020 7148 4663
Email: lucy.smart@uswitch.com
Twitter: @UswitchPR
Research conducted via Opinium on 23-30 December 2014. Sample: 2,001 UK adults aged 18+. Results have been weighted to nationally representative criteria. For the purposes of this research, superfast broadband is classed as a fibre internet connection that enables users to surf the internet, download music & video and stream television at speeds that are significantly higher than the UK average. The most widely available ‘up to’ speeds are currently at 152Mbps with Virgin Media: http://media.ofcom.org.uk/news/2014/average-cable-broadband/
The latest figures (June 2014) from Ofcom show 78% of properties are able to receive superfast broadband: http://media.ofcom.org.uk/facts/
Respondents with standard broadband were asked: ‘Is superfast broadband currently available in the area in which you live?’ 31% said yes, 26% said no, 43% said don’t know. Respondents with standard broadband were asked: ‘In addition to what you are currently paying for broadband (including line rental) now, approximately how much more, if anything, would you be willing to spend on super-fast broadband, per month?’ 72% of UK households were willing to spend extra on superfast broadband
Ofcom reports take up of superfast services is at 28%: http://media.ofcom.org.uk/news/2014/average-cable-broadband/
Respondents with home broadband connections were asked: ‘Which of the following providers do you think offer superfast broadband?’ and asked to pick from a list of nine providers. 15% answered ‘don’t know’. 31% only selected BT or Virgin Media as providers of superfast broadband
Respondents with standard broadband were asked: ‘Is superfast broadband currently available in the area in which you live?’ Their answers were split by urban, rural and suburban respondents.
Respondents were asked: ‘Which of the following best describes your household internet use?’ and were given three descriptions – 35% classified themselves as light users, 46% as moderate users, 19% as heavy users
Statistic taken from a separate survey about internet connected devices used in UK homes. Survey of 2,095 UK adults carried out in March 2014 via the Uswitch.com consumer opinion panel.
On average, including line rental costs, superfast fibre broadband costs £29.25 per month compared to £20.23 for non-fibre, a difference of £9.02 per month. Figures taken for the best available packages across the main providers on Uswitch.com in January 2015. Respondents with standard broadband were asked: ‘In addition to what you are currently paying for broadband (including line rental) now, approximately how much more, if anything, would you be willing to spend on superfast broadband, per month? The average was £5 per month.
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