Reliability, transparency, and value for money are the top valued attributes Brits want in a broadband provider
· Zen is offering a month of free broadband in February for new customers. Once redeemed, customers can start the new contract on a date that suits them
UK: With the broadband industry attracting a lot of recent attention for its impending price hikes, the only Which? Recommended Provider, Zen Internet reveals exactly what consumers do and don’t want from their broadband provider.
Top attributes
With more of us relying on our WiFi than ever, Brits are unwilling to compromise on the quality of their service. In fact, the study of 2,013 consumers revealed that over half (51%) of UK adults rated a reliable provider as a top valued attribute.
Amidst the cost-of-living crisis, over two fifths (41%) also prioritise value for money. Although consumers are more cost savvy than ever, only 17% say they would opt for a ‘cheap’ provider in comparison, highlighting that people still value quality of service. Almost a third (29%) also want an honest/transparent provider, showing how consumers do not appreciate hidden costs or surprises buried in the fine print of their contracts.
A long-term partner was also proven to be a consideration for many, with over a fifth (22%) willing to pay more for their broadband if they thought it would be their last move and ‘forever contract’.
Top pet peeves
Internet users have a low tolerance for buffering when it comes to their broadband connection, with almost half (46%) rating unreliability their key pet peeve. Lack of or poor communication was also rated a no-go by almost a quarter (24%) of Brits.
UK adults can also smell out a bad deal when they see one, with a third (33%) saying they’d be put off attractive offers with no substance. Unexpected curveballs, like sudden mid-contract price hikes, were turn offs for almost one in six (16%) too.
Paul Stobart, CEO at Zen Internet, said: “Consumers clearly value reliability and honesty from their broadband provider, and are rightfully put off by poor communication and offers that are too good to be true. It’s important that households do their research so they can make an informed decision when choosing a provider to stand the test of time. Get it right and this might very well be your last switch.
Likewise, ISPs need to start to put customers first, focusing on the quality of service they deliver and putting an end to common practices like bumping up prices mid-contract. That’s why we have committed to never increasing a customer’s price within their contract period, with our Contract Price Promise.”
Zen’s Contract Price Promise means consumers’ broadband prices will stay the same throughout the lifetime of their contract. This February, Zen is also offering a month of free broadband if you sign up via this link. Once redeemed, customers can start their contract at a date that suits them.
Notes to editors
The research was conducted by Censuswide, with 2,013 consumers (aged 18+), between 27.01.2023 and 30.01.2023. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.
About Zen:
Zen Internet is the largest B Corporation certified telecommunications and network connectivity provider in the UK. Zen provides a full range of broadband, data, voice, hosting and infrastructure services to homes and businesses across the country. The company also delivers complex network and cloud solutions for a wide range of large businesses and corporate customers through its strategic partnerships with AWS and Cisco.
As the only Which? recommended provider for broadband 2021 and 2022, Zen is renowned for delivering excellent customer service and technical support and has been awarded Best Broadband ISP in PC Pro’s Technology Excellence Awards for 19 consecutive years. Other accolades include Winner of Sustainable Vendor of the Year in CRN Tech Impact Awards 2022 and Sustainability Winner in Comms National Awards 2021.
As a proud member of the B Corp community – determined to be a force for good for people and the planet – Zen is carbon neutral and working towards achieving Net Zero status by 2040. The company is also a recommended Best Buy in Ethical Consumer’s latest guide to broadband.
