The results from 1043 respondents to our latest monthly survey reveal that 42% of people rate 'Reliability' as the most important factor when picking a new broadband ISP, which is closely followed by 'Speed' (37%). Interestingly 'Price' is no longer seen as being the key factor, gaining support from just 15%.

Despite Price being considered less important than Reliability and Speed, some 30% of respondents still pay around £20 per month for their broadband service, 25% paid around £15 and 21% are paying more than £25+. Furthermore 16% pay roughly £10 per month and 8% just £5 per month (the cheaper services may have been taken as part of a cut-price bundle).

How much do you pay for broadband (monthly - pick closest)?
£20 - 30.1%
£15 - 24.6%
£25+ - 21.1%
£10 - 15.7%
£5 - 8.3%

How likely are you to change ISP in 2010?
Very Likely - 43.4%
Unlikely - 21.5%
Likely - 17.8%
Very Unlikely - 17.1%

When picking a new ISP, which criteria matters most?
Reliability - 41.8%
Speed - 37.2%
Price - 15.1%
Support - 3.6%
Services (email etc.) - 2%

Thanks to the competitive market and increasing maturity of unbundled broadband services, consumers now have plenty of choice, thus most now appear to seek reliability as their top criteria when considering a new ISP. There was a time when price would have been considered more important but, in the age of growing demand for new media, content and a greater quality of service, this appears to be changing.

This month's new survey asks "Is mobile broadband interesting to you?" and questions which aspect of Mobile Broadband services need to be improved the most: VOTE HERE.