The UK Broadband and Bundled Communications Services report identifies consumer attitudes towards top campaigns by providers, key driver analysis, and brand research in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Broadband and Bundled Communications Services market in the UK.
There is evidence that COVID-19 has been a catalyst for consumers to boost internet performance to handle the increased demands of spending more time working and relaxing at home.
Larger providers, such as BT and Virgin, have the longest-term relationships with consumers, which suggests significant customer inertia in the market. Over a third of users who have had their broadband contract for less than two years, and of those say they upgraded their services at least partly as a result the COVID-19 pandemic.
With broadband providers eager to promote newer, faster networks, such as gigabit-capable and fullfibre speeds, there is a tendency to rely on technical terminology to make an impression. However, brands need to simplify their terminology and language to avoid alienating consumers, increasing engagement across less tech-savvy segments of the population.
The rollout of next-generation networks will allow providers to promote better, faster connections and sell a future-proofed connected lifestyle to consumers.
Read on to discover more details or take a look at all of our UK Technology and Telecoms market research
Brands: BT, Virgin Media, Sky, TalkTalk, EE, Plusnet, Vodafone, NOW Broadband, John Lewis, Zen, Post Office, SSE, Hyperoptic, Shell Energy, Onestream, Origin, Pop Telecom, O2, Sky UK, Compare The Market.
This report, written by Joe Birch, a leading analyst in the Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
COVID-19 has prompted some consumers to upgrade their broadband to faster speeds to cope with the increased demands of working, schooling and spending more leisure time at home. However, there is significant headroom for growth of full fibre and gigabit take up. Providers need to promote the potential benefits to consumers’ digital lives for both work and entertainment while avoiding the overuse of technical terminology that can confuse and alienate some consumers.
Joe Birch
Consumer Technology Analyst
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