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UK households at odds with broadband basics and industry jargon

by Anthony Weaver

·         UK adults are not confident they know what full fibre is (32%)

·         Over two thirds (67%) think there’s too much jargon in the broadband industry

UK, 26 September 2022 – As the cost-of-living crisis worsens it’s increasingly important for UK households to understand their utilities.With rising energy bills front and centre and many reevaluating their choice in providers, consumers are also urged not to forget about their broadband to ensure they are getting the best service available.

Research from Zen Internet reveals many UK adults are at odds with their broadband, unaware of key industry services. Almost a third (32%) are not confident they can define what full fibre is. When the same question was asked in 2021 the response was 28% indicating an increasing lack of confidence in keeping up with industry jargon.

Broadband Disconnect

This lack of understanding on key industry terms is evident as more than two thirds (67%) believe there is too much jargon in the broadband industry.

While 68% of respondents were confident they could correctly define full fibre, only a third (33%) were actually able to do so when presented with possible definitions.

Those aged 55 or over were best informed when it came to correctly understanding the term full fibre, with 37% of that age group able to do so vs only 29% of millennials[1].

Paul Stobart, CEO at Zen Internet, said“As more people spend time inside their homes in the colder Autumn and Winter months, households will be battling for bandwidth more than ever. It’s important that consumers understand what they are paying for when it comes to their utilities, including broadband. Prevailing misconceptions and growing confusion amongst consumers could be holding them back from getting the most out of their connectivity.  This shows a pressing need for providers to help educate customers’ broadband literacy, as well as stripping out the unnecessary jargon, so consumers can have the confidence they are making the most of their services.”

Zen’s Broadband Dictionary:

Industry termDefinitionIn Simple Terms
Full fibreInternet service that uses fibre optic technology all the way from the exchange to the property. Full fibre is the future of the internet. It uses fibre optic cables that run the entire distance from the exchange to a person’s home. This provides a more reliable, ultrafast internet connection to the home. Conversely, part fibre or fibre to the cabinet (FTTC) uses fibre optic cables for part of the distance, but the final leg, from the cabinet to the home, still uses the outdated copper cables the original ADSL broadband was built on.

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.

Zen also works indirectly through a network of channel partners and as an ultrafast pioneer has built a reputation for providing the highest quality network and service to its customers including wholesale access to this network to other service providers.

As the only Which? recommended provider for broadband 2021, 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 18 consecutive years. Other accolades include Sustainability Winner in Comms National Awards 2021 and Highly Commended in CRN Tech Impact Awards as Sustainable Vendor of the Year.

As a proud member of the B Corp community – balancing profit with people and the planet – Zen is carbon neutral and is working towards achieving Net Zero status by 2028. The company is also a recommended Best Buy in Ethical Consumer’s latest guide to broadband.

Zen has offices in Rochdale and Leeds and employs more than 500 people. The organisation puts great emphasis on maintaining a people-centric business and was named a Great Place to Work in November 2021

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