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Sky customers 'most satisfied' with broadband service
Wednesday 14th January 2009, by Daniel King
Sky customers are more satisfied with their broadband service than any other internet users, it has emerged.
According to a study by analyst firm Strategy Analytics, 87 per cent of Sky subscribers reported being "very" or "somewhat" satisfied with the operator.
The group polled 500 UK broadband decision makers and featured data from top broadband service providers (BSPs) including BT, Virgin Media, Orange and others.
It found that speed, rather than price, remained the primary motivation for British customers seeking to switch their BSP.
"This is particularly relevant in light of Virgin's recent launch of its 50 Mbps product. In order to stay in the game, competitors will need to quickly and nimbly match or beat the Virgin offering," said Ben Piper, analyst and director of the Strategy Analytics Multiplay Market Dynamics service.
Indeed, despite high levels of satisfaction reported by customers, 70 per cent of UK broadband users admitted that they would consider switching their service for one with a higher speed offering.
However, the findings also revealed that those looking to change provider faced a number of perceived obstacles to any switchover.
Most reported the inconvenience of having to arrange installation as the key barrier to switching.
As a result, broadband companies who focus on minimising consumer disruption during switchover could see an increase in customer uptake during 2009, said David Mercer, vice-president of the Strategy Analytics Digital Consumer Practice.
This comes after an Ofcom study into broadband speeds across the UK revealed that the majority of consumers are receiving speeds below those advertised by their provider.
