Why aren’t more consumers engaging with the broadband market?
Recently the consumer organisation Which? published new research – gathering an in-depth understanding of why consumers aren’t engaging in the broadband market.
This behavioural research identifies six key barriers to engagement among disengaged consumers:
- Consumers have low confidence in assessing what they need and identifying a suitable package
- Consumers are confused about how pricing works in the broadband market
- There is a lack of effective communication about current and alternative packages
- Consumers believe their service is ‘fine’. This is despite many experiencing problems or paying a relatively high price for their package.
- Consumers aren’t willing to risk changing provider as they worry that it may result in a worse broadband service
- Consumers believe that making changes to their contract may result in unexpected add-on costs.
You can read more of the insights uncovered in the full report written in partnership with BritainThinks here.
October 22nd, 2019 at 9:12 am
Another factor must surely be that people are suffering “choice fatigue”. There is so much pressure these days to change utilities, insurance etc on a regular basis that anything else, especially something that requires even more research due to some of the factors listed is likely to be quietly ignored.
October 22nd, 2019 at 4:01 pm
That’s true, Janet. One can have too much choice …