Broadband prices are falling in real terms, which is music to consumers’ ears as household budgets stay under pressure. Competition and full fibre rollout are pushing the cost per megabit down, creating a market where more people are ready to upgrade or switch.
TGI data reveals that 90% percent of adults in Britain say they have broadband at home. Among them, 16%, or 7.7 million people, plan to upgrade their broadband package in the next 12 months. 14 percent, or 6.7 million, plan to switch provider. For broadband suppliers, that is a sizeable and active opportunity.
But these two audiences are not the same.
Upgraders and switchers want different things
People planning to upgrade their broadband skew younger than the average broadband user. Those planning to switch provider skew older.
It would be easy to assume that switchers are under the most financial strain and looking for cheaper deals. In reality, the opposite is true.
Upgraders are more likely to be struggling financially. 12% say they are finding things difficult on their current income, making them around 30% more likely than the average broadband user to say so. Despite this pressure, they still plan to trade up.
Upgraders are early adopters, even under pressure
Broadband upgraders behave like classic early adopters. They are highly engaged with new products and new technology, which helps explain why they are keen to upgrade even when money is tight.
Compared to other broadband users, they are:
- 86% more likely to buy new products before most of their friends
- 52% more likely to say they love buying new gadgets and appliances
- 50% more likely to make spontaneous impulse purchases online
For this group, broadband is not just a utility. It is part of how they live, shop and entertain themselves.
Switchers are value-driven and deal focused
Switchers show a very different mindset. They are more careful with their money and more motivated by value.
TGI shows they are 26% more likely to say switching utility suppliers is well worth the effort. 57% of switchers agree with this statement, compared to 48% of upgraders. For them, changing provider is a practical decision, not an emotional one.
Speed sells to upgraders. Price sells to switchers.
The difference becomes even clearer when looking at what each group values when choosing an internet service provider.
Speed is the top priority for upgraders. Cost is the top priority for switchers.
Looking at where each group over‑indexes compared to the average broadband user sharpens this further.
Upgraders are more influenced by:
- Advertising
- Professional reviews
- Special offers
Switchers are more influenced by:
- User reviews and opinions
- Special offers
- Personal recommendation
Special offers work for both audiences. The difference is how people are persuaded. Upgraders respond more strongly to brand messaging and advertising. Switchers rely more on proof from other users.
Advertising plays a bigger role for upgraders
Advertising clearly influences broadband upgraders. TGI shows they are 57% more likely than the average broadband user to say that advertising helps them choose what to buy.
They are also heavy users of social media and video on demand services. The topics they most commonly follow on social platforms include music, food and restaurants, and film. This creates clear opportunities for brands that want to reach them in highly visual, entertainment‑led environments.
Switchers notice outdoor advertising
Switchers behave differently again. They over‑index on out of home advertising and are especially likely to notice ads on buses, at bus stops and in supermarkets.
For marketers, this points to a clear strategy. Reach upgraders through advertising‑led channels that showcase speed and innovation. Reach switchers where they are already looking for reassurance, value and social proof, using reviews, recommendations and well placed out of home messaging.