Roughly One-Third of Consumers in US and UK Are Considering Switching Internet Service Providers, According to New Airties Survey
A recent survey by Airties reveals that approximately one-third of consumers in the United States and the United Kingdom are contemplating switching their Internet Service Providers (ISPs) due to dissatisfaction with service quality. Conducted by Qualtrics, the survey involved over 2,000 households and highlights significant concerns regarding Internet connectivity.
The findings show that **28% of US households** and **37% of UK households** are considering a change in ISPs. For those respondents, **poor quality of experience** is the leading reason for dissatisfaction. Specifically, **42% of US respondents** and **31% of UK respondents** cite this factor as their primary motivation for switching. The survey underscores a clear trend: consumers are increasingly prioritizing quality over cost.
Consumer Dissatisfaction Fuels ISP Churn
The survey indicates a strong correlation between customer dissatisfaction and the likelihood of switching ISPs. Among those who are “very dissatisfied” with their current Internet service, **82% of US respondents** and **92% of UK respondents** are actively considering a switch. These figures highlight a looming churn crisis for ISPs, with consumers reporting frequent connectivity issues.
Quality concerns include **slow browsing speeds**, which affect **55% of UK respondents** and **50% of US respondents**. Other prominent issues are **video freezing** (cited by **52% of UK** and **55% of US** respondents) and **device disconnections** (reported by **49% of UK** and **58% of US** respondents). Such experiences contribute to a growing sense of urgency among consumers to seek better alternatives.
Recent data reveals that **24% of UK consumers** and **18% of US consumers** switched ISPs in the past year, mainly due to **poor service quality** and inadequate customer support. Notably, **47% of US respondents** who changed providers cited a combination of these issues, with **38%** also mentioning better pricing or contract options. For UK respondents, **49%** indicated that poor quality and support were their main reasons for switching, with **35%** seeking better pricing.
Willingness to Pay for Quality
Interestingly, a significant portion of consumers who switched ISPs in the last year reported paying the same or even more than they did with their previous providers. Specifically, **69% of US respondents** and **74% of UK respondents** stated they did not find cheaper alternatives. This suggests that consumers are willing to invest in higher-quality service, as **74% of UK respondents** and **58% of US respondents** indicated they would not switch for a lower price if it compromised Wi-Fi quality.
The survey results also highlight a demand for improved connectivity management. Approximately **75% of UK respondents** and **56% of US respondents** expressed interest in having the ability to control or prioritize bandwidth for specific applications, such as video conferencing or gaming. Furthermore, **82% of UK respondents** and **55% of US respondents** showed interest in systems that automatically optimize Internet usage based on household needs.
In light of these findings, Airties’ CEO and founder, **Metin Taskin**, emphasized the necessity for ISPs to focus on customer retention through improved service quality. “This survey research underscores a clear message for ISPs: service quality continues to drive churn,” Taskin noted. He pointed out that the challenge of high churn rates compels ISPs to spend substantial resources on acquiring new customers to offset losses.
The upcoming **Network X conference**, scheduled for **October 14-16, 2025**, in Paris, will provide a platform for discussing these critical issues. Metin Taskin will address the importance of quality in reducing churn during his talk on **October 15**.
As the demand for reliable and high-quality Internet service grows, ISPs must adapt to consumer expectations or risk losing a significant portion of their customer base. The Airties survey serves as a wake-up call for service providers to prioritize connectivity quality and customer satisfaction to remain competitive in an increasingly demanding market.
