People who switch broadband service providers (BSPs) are looking for more than just faster speeds and lower prices, according to a new report.
The survey found that switchers expect modern support and human options. They expect fast and accurate solutions to issues from their service provider.
Multi-channel customer support options — such as mobile apps, phone, email, and chat — deliver that degree of responsiveness.
Other key takeaways from the broadband subscriber report, which was conducted by Wakefield Research for Calix and included the views of 2,000 adults in the U.S:
- People who switch providers tend to be from high-usage, multi-application households. The average switcher has more than seven internet-connected devices, and 61% have three or more users. They also subscribe to more add-on services — including streaming (68%), smart home features (51%), security (35%), and parental controls (27%).
- The satisfaction/loyalty gap remains wide. Even though 92% of broadband subscribers say they are satisfied with their BSP, the report found only 40% would recommend them, underscoring unmet expectations.
- Switchers will pay more for premium experiences. Compared to all subscribers, switchers show significantly higher willingness to pay for personalized packages (48% vs. 25% of non-switchers) and integration with smart home devices (41% vs. 19% of non-switchers).
- While price and speed are critical, personalization and flexibility are also important differentiators. Better offers from another BSP — including personalized packages (45%) — weigh heavily in switching decisions. When choosing a new BSP, flexible contract terms (40%) are also a key consideration for switchers.
Innovative Systems 2025 Rural Broadband Subscriber, released last May, also found that the human touch and choice are important. The report showed that phone calls were broadband customers’ preferred way of dealing with providers. It also found that mobile apps, website links and live chats were increasingly popular.
