Half of Brits Plan to Switch Broadband and Mobile Provider Amid Cost-of-Living Crisis

Survey Reveals Widespread Plans to Cut Costs

A new cost-of-living study by market research firm Maru has found that over half of UK adults are considering switching their broadband and mobile providers to save money. The survey, which polled 40,000 people over the past three years, revealed that 53% thought it was “likely” they would need to change Home broadband to cut costs, while 52% said the same for their mobile plan.

Entertainment Subscriptions Also on the Chopping Block

In addition to telecom services, 54% of respondents said they are thinking about cancelling at least one entertainment subscription such as Netflix, Disney+, YouTube Premium, or Amazon Prime. The findings highlight the financial strain many households are facing due to rising taxes, inflation, and stagnant wages.

“Brits are increasingly looking for new ways to cut their spending as rising costs continue to squeeze household finances and reduce spending power,” said Stephen Brockway, Chief Research Officer at Maru. “One of the most common ways they are looking to do this is by reducing the cost of their broadband and mobile phone bills.”

Top Ways Brits Plan to Tighten Belts

The survey identified the most common cost-cutting measures people are considering:

1. Eating in rather than out (84%)

1. Shopping for lower insurance costs (81%)

1. Buying more budget groceries (78%)

1. Delaying big purchases like holidays and cars (76%)

1. Spending less on clothes and shoes (77%)

Using the heating less, spending less on home appliances and improvements, switching to cheaper supermarkets, and cancelling gym memberships also ranked high on the list, followed by spending less on food, seeking energy bill advice, and cancelling entertainment and telecom subscriptions.

Real-World Data Tells a Different Story

However, despite the survey indicating a strong intention to switch providers, actual broadband switching data from industry body TOTSCo paints a different picture. Since the launch of Ofcom’s “One Touch Switching” process in September 2024, only around 852,000 successful switches have been completed – far fewer than the survey responses would suggest.

Brits Feeling the Pinch, But Slow to Act

The discrepancy highlights the gap between people’s cost-cutting intentions and their real-world actions. While many may be feeling the financial strain and considering ways to save, factors like inertia, perceived hassle, and customer loyalty seem to be preventing mass switching so far.

As the cost-of-living crisis drags on, it remains to be seen whether more households will follow through on plans to change providers or continue to absorb rising bills. But one thing is clear: with food, energy, and housing costs soaring, discretionary spending on telecom and entertainment is increasingly under scrutiny as Brits look to balance the books.