Broadband Bundles Cause Confusion to Subscribers

Broadband Bundles Cause Confusion to Subscribers

Subscribers of many broadband deals are left confused as to what their package includes, how much it costs, and when it will last. A survey was conducted among broadband subscribers and most of them claim that their plan is indeed confusing.  As a result, they are not satisfied with what they are getting. Almost one third of the surveyed individuals said so.

However, even though unsatisfied, the same group of people said that switching to another broadband provider would only complicate matters. There are two reasons for this. First, they are at a loss as to which provider is indeed the better alternative. And second, the whole process of switching is complex enough to make their situation come to worse.

More than 72% of subscribers admit to having difficulty in understanding the details and small prints in the broadband contract presented to them. As a result, they end up paying more than what they had enlisted for. Around 42% of the respondents said they never paid the actual price of their plans – always way above it when the bill comes.

Professor Alison Black, who headed the study at the university. Image courtesy of Professor Alison Black.

As for broadband connections bundled up with TV systems, around 39% of the subscribers say that are not watching any of the TV programs that they are asked to pay for. And in the same way, around 47% of the subscribers say that they don’t have any idea when their contract with the broadband company would last.

The bundles that the broadband companies are advertising can get really confusing. This is what Alison Black, a University of Reading professor concluded. She conducted this particular study and discovered all the laments of the broadband industry subscribers. She even said that some companies advertise a 6-month offer but actually tie their subscribers to a year-long or even two years worth of contract – no doubt why subscribers are at a loss.

“Having reviewed the research, I analysed examples of bundle deal advertising across a range of providers. Many advertise six month offers but tie you in to 12 – 24 month long contracts. Whilst this is a completely legal practice and something that is replicated across advertising for many other products, it’s easy to see how people find themselves unsure of what their bundle includes,” said Professor Alison Black.



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