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UPD Survey Claims Most UK Consumers Will Pay Extra for Superfast Broadband

Monday, March 5th, 2012 (7:55 am) - Score 519

The results from 830 respondents (polled during February 2012) to our latest monthly reader survey has revealed that almost three quarters (71%) of respondents would be willing to pay more to upgrade their current service with a reliable superfast broadband (25Mbps+) connection, yet over half (55%) still point to a lack of availability as being the main barrier to their adoption.

How much do you pay for just broadband (monthly)?
£21+ – 34.4%
£16 – £20 – 24%
£11 – £15 – 20.6%
£6 – £10 – 14.9%
£0 – £5 – 5.9%

Would you pay more for a reliable superfast broadband speed (25Mbps+)?
No – 28.7%
Yes (+£5 extra) – 21.6%
Yes (Not sure how much) – 20.2%
Yes (+£15 extra or more) – 15.3%
Yes (+£10 extra) – 13.9%

What stops you most from getting superfast broadband?
No Availability – 55.4%
Price – 16.3%
I have it already! – 12.6%
My current service is fine – 6.2%
Other – 5.7%
My area has it but not my ISP – 3.4%

Ofcom’s own data appears to suggest that the UK is one of the lowest priced countries in the world for broadband. As a result it’s quite encouraging that so many people, most of which will be use to paying very little for their current service, would still be willing to pay more for the next generation of superfast connectivity.

But the problem of availability has yet to be resolved and, for some, it could take until 2015 before 90% (government target) of people are within reach of a superfast service. At the same time many of the largest operators continue to focus on upgrades in urban locations, most of which can already benefit from good connectivity.

Meanwhile the highest demand for superfast services, where people are often willing to pay more to escape years of slow service, usually comes from digital isolated rural areas. These are admittedly a lot more challenging to reach.

This month’s new survey asks whether or not the UK government is right to be spending £100m of its Broadband Delivery UK (BDUK) budget to boost superfast broadband in cities? Vote Here.

UPDATE 1:32pm

One of our readers reminded us of a point we should have made above. Consumers in rural and remote areas, often due to the lack of competition from unbundled (LLU) providers, are frequently already forced to pay between +£5-15 extra per month for broadband that usually ends up being far slower.

Leave a Comment
3 Responses
  1. chris says:

    I think your figures would show even more people would pay extra to get a good connection if they knew your site existed and could access the internet!
    I agree totally, the ‘superfast’ is only being delivered to the people who already think they have an adequate connection so they will probably not bother upgrading if it is sufficient for their needs.
    We may be one of the cheapest countries to get a broadband connection, but that is because its coming through our superb phone network, which wasn’t designed to deliver it.
    As for the 90% getting ‘superfast’ by 2015 that is just statistics. It will be the same as when adsl came into being, people connected to a ‘superfast’ exchange will be counted in the stats, but many will only be on 5megabit per second. I think only BT guarantees a 15 megabit connection from a cabinet. They can’t call this superfast, but they will. Watch this space!
    chris

  2. Somerset says:

    So back to how to fund rollout to all of the UK.

    How has the government defined the 90%?

  3. nicknick says:

    12.6% “I already have it” – this is a lot higher than the current average take up across the country as a whole, so does bring into question the validity of the numbers. But it would be fair to say ‘readers’ on this site are more likely to be those pushing to get faster broadband. I think you would get a much different answer from the general populace.

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