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2. Network reliability is customers’ number one focus
When consumers are asked which elements of a broadband package most influence their buying decision, four of their top five answers relate to the performance of the connection. Yet many households suffer from poor connectivity: 26% of households on average across markets regularly experience unreliable home broadband and Wi-Fi, down only marginally from 28% in the past two years. Mobile data performance in the home fares worse, with 29% often experiencing an unreliable signal, up from 24% (2022) and 22% (2021).
More than one-third of consumers agree it’s difficult to resolve issues relating to broadband reliability (36%) and mobile reliability (35%) with their provider. Asked to name the most important improvement their provider could make to their service experience, households rank improving the reliability of the connection top (cited by 33%), well ahead of widening the range of services and making packages easier to understand (both 18%).
Given that connectivity providers justify price increases by highlighting their ongoing network investments, they simply cannot overlook a scenario in which network infrastructure upgrades are not translating into improved service reliability. Addressing the causes of poor network quality and improving the guidance they give to customers have never been more important.