Customers are still being short changed on their broadband speeds, with the average subscriber achieving just half the speed they are paying for.
Those who choose higher performance packages are the least likely to get what they paid for, with less than 10% of 8Mb line customers achieving the advertised rate, according to a survey by price comparison site uSwitch.
The poor performance is exacerbated by the fact that fast download speeds are becoming ever more essential, with one in three customers now watching TV or video online.
As a case in point, customers now rank it as one of the most important factors when choosing a broadband package, second only to reliability of connection, and ahead of value for money.
Hardly surprising then, that a massive 4.2 million customers (28% of the total) are not satisfied with their broadband speed.
Advertised speeds are a fairy tale
According to uSwitch, the standard advertised speed for broadband in the UK is 8Mb, but the average speed achieved by customers is just 4Mb - 50% less.
In fact, with less than half (42%) of non-cable broadband lines able to receive 6Mb or above, this means that seven million consumers are technically incapable of experiencing the standard headline speed.
The problem lies with the UK’s outdated copper wire infrastructure, which provides a weak signal – and thus a slow speed – to anyone who does not live near to a telephone exchange.
As a result, UK broadband customers are being left behind in the speed stakes: Japanese households enjoy an average connection speed of 64Mb - 24 times faster.
Time for change
“British consumers have had enough of paying for services they do not receive,” says uSwitch communications services head Steve Weller.
“It's time for the government to take hold of the reins, invest in upgrading the UK's broadband infrastructure and steer the UK back into the broadband race. We now have a clear cut case of ‘less chat, more action.'
“If customers are not satisfied with their service, they should contact their broadband company to discuss their concerns and, where possible, downgrade.”
It is possible to get the speed you pay for
If you plan to switch to broadband or your current contract is about to expire, the good news is that some providers are starting to address the issue of misleading broadband speeds.
For example, both Sky and O2 carry out a line test when you sign up to check that you are actually capable of receiving the advertised speed. O2 goes one better by performing a second test once you have signed up, and if you can’t get the speed you signed up for then you can downgrade your package.
Given how misleading Internet service providers can be when it comes to speeds, O2 should certainly be commended for this offer. The good news is you won’t have to pay through the nose for this honesty, as O2 is one of the more competitive providers out there, offering a standard 8Mb line with “unlimited” downloads for £12.50 a month (for O2 mobile customers, it’s just £7.50).
The bad news is that O2 only covers 50% of the country at present, so a lot of people won’t be able to take up this offer.
