Almost 30% of American households are considering switching their internet provider in the near future, according to a survey from Airties, a company that helps broadband service providers offer optimal connectivity.
The total percentage — 28% — was less than the 37% in the U.K., which also was included in the survey.
The results were full of warning signs for broadband service providers (BSPs). Among U.S. survey respondents thinking of switching, 42% say poor internet quality is the primary reason. The quality issues cited include slow internet browsing (50%), video freezing (55%), and devices disconnecting (58%).
Other interesting results from the U.S.-specific results of the internet survey:
- 18% of consumers said they have switched BSPs in the past 12 months.
- 61% of dissatisfied consumers endured problems for three months or longer before switching (some waiting until the end of their contract terms).
- 85% of those who left complained before doing so.
- 82% of respondents who are very dissatisfied are considering switching BSPs in the near future. Those with better connectivity are three to four times less likely to churn.
The survey found that 74% of respondents are currently experiencing internet problems or interruptions, and 69% of those who have switched are paying more with their new provider.
“This survey research underscores a clear message for [BSPs]: service quality continues to drive churn,” Airties’ CEO and founder Metin Taskin said in a press release about the internet survey.
“It’s a multi-billion-dollar problem for broadband service providers globally. With such high churn rates, [BSPs] are forced to spend incredible time and money chasing new customers every year — just to break even for the customers they lost. Any incremental improvement in churn can unlock growth and massively improve the bottom line. This survey is further evidence of the imperative for [BSPs] to focus on customer retention by improving quality.”
If people want to switch their provider, they may have many options. In August, Reviews.org found that folks in New Jersey are most likely to have a choice of at least two providers, while people in Alaska are least likely.
