Home Page ContentPress Releases Loyal to a fault: Brits pay penalty as annual rises mean millions have faced 30% bill hike since they last changed their deal 

Loyal to a fault: Brits pay penalty as annual rises mean millions have faced 30% bill hike since they last changed their deal 

by Anthony Weaver
  • The average household sticks with the same broadband supplier for three years and  four months without switching or negotiating their package[1]
  • With a provider like BT that imposes annual price rises linked to inflation, Brits staying on same deal over that time will have seen bills rise by more than 30%[2]
  • A quarter of UK customers (27%) have been on their current broadband package for more than five years, despite typical deals lasting 18 months[3]
  • Broadband Genie is calling on broadband customers to stop falling onto rolling contracts and move provider as soon as their deal ends to save £227[4]

UK households are sleepwalking their way to huge hikes in their broadband bills, with millions of families seeing a 30% increase due to annual rises since they last changed their deal,  according to new research by price comparison site Broadband Genie.[1][2]

The study showed that a typical consumer stays with their broadband provider for three years and four months before negotiating their package. This is more than double the length of the most common 18-month contracts.[1][2][3]  

During this time, customers with the country’s biggest internet supplier BT, which applies mid-contract price rises linked to inflation each year, would have seen their average annual bill leap over 30% since December 2019, despite remaining on an outdated deal for months.[1][2]

Even worse, by not seizing the chance to switch once their contract expires, households miss out on saving an average of £227 per year by moving to a cheaper package of the same speed.[4]

Broadband Genie’s study shows that a quarter of households (27%) stand by their broadband for at least five years without adjusting their deal, while one in eight (12%) stick with it for 10 years or more.[3] 

Alex Tofts, broadband expert at Broadband Genie, comments: “Sadly, the broadband loyalty penalty is alive and well. Brits are staying wedded to their Wi-Fi for far too long and missing out on an easy way to save hundreds of pounds. 

“Competition between providers and improvements in package speeds mean as soon as your contract expires, you’re almost certainly paying too much for the service you receive. Also, if you overstay with one of the many internet providers that includes annual price rises, you could end up being their cash cow for years.

“Sticking by your supplier in the hope of a better deal is a fool’s errand. Only haggling — or better still, switching — will cut your bills down to size. 

“Customers coming to the end of their contract will often be sent deals by their existing provider to keep you loyal to them, bear it in mind though that these might not be the best deals available on the market.

“With many contracts starting and ending at different times of year, set yourself a reminder and then check out the deals in your area in advance, so you’re ready to move to the best one as soon as possible.”


For more information please contact:

Tom Garcia-Bridgeman, Broadband Genie on 07341 819197 / tom.garcia-bridgeman@broadbandgenie.co.uk

Chris Beckett, Broadband Genie on 07967 392908 / chris.beckett@broadbandgenie.co.uk

Notes to editors

Broadband Genie surveyed 4,663 broadband customers from the 3rd October 2022 to 21st February 2023.

  1. Respondents were asked ‘How long have you been on your current broadband deal without negotiating with your provider or switching?’ The average length of time was 3.33 years, or three years and four months.
  2. Illustrative cumulative mid-contract price rise example for a BT customer who had stayed on the same broadband deal with the provider for three years and four months — since the start of December 2019. Based on previous Consumer Price Index rates and BT’s terms they would have received a 1.3% rise in April 2020 (CPI only); 4.5% rise in April 2021 (CPI + 3.9%); 9.3% rise in April 2022 (CPI + 3.9%) and 14.4% rise in April 2023 (CPI + 3.9%). Using the average cost of a UK broadband deal in January 2020 (£27.35), the monthly bill would have gone up to £36.26 by April 2023, a 32% rise. 
  3. Survey showed 1,255/4,663 customers stayed on their current broadband deal for five years or more without negotiating with their provider or switching = 27%; 559/4,663 stayed for 10 years or more = 12%
  4. Source: Broadband Genie savings figure based on the amount that can be saved by switching from an expired broadband deal to the best priced superfast deal available as of 21/02/23 – Now Broadband, Fab Fibre.

About Broadband Genie:

Broadband Genie is an independent switching site providing consumers and businesses with practical help, advice and price comparison for home broadband, mobile broadband, phones, TV services and mobile accessories. Broadband Genie was launched in March 2004 as the first dedicated consumer comparison site for broadband. It is now one of the largest in the UK, attracting more than 200,000 visitors each month.

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