Households are willing to pay more than before
Despite ongoing concerns about UK consumer confidence, the good news for providers is that householders are actually willing to pay more than before, with 18% saying they would pay more to stream advert-free catch-up TV, up from 16% in 2017. and a similar rise in those willing to pay a premium to get the latest gadgets before everyone else: up from 19% in 2017 to 21% in 2018.
Young users: receptive and ready to spend
Prepared to drop fixed broadband for mobile data
With younger users’ high receptivity to new value propositions and operators preparing to launch 5G, there is scope for mobile broadband to take on a much greater importance in the home. Looking at all ages, 25% would be willing to ditch fixed broadband for an effective mobile broadband connection. For 18-24 year olds, this rises significantly to 43%.
Digital anxieties are on the rise
While enjoying the benefits of greater connectivity, households also articulate anxieties as they seek digital downtime, fall back on the familiar and worry about trust.
Complexity causes confusion
The bundle jungle: still overgrown
Nearly half (46%) of households think there is too much choice in terms of different bundles of broadband and content, up from 43% in 2017. This may be one reason many are reluctant to add more to their bundles, with the proportion of households taking a mobile phone as part of their broadband package falling to 16% in 2018 – a major setback when you consider that between 2016 and 2017 the uptake of mobile bundles more than doubled from 8% to 17%.