A recent survey reveals that approximately one-third of households in the United States and the United Kingdom are considering changing their Internet Service Providers (ISPs) due to concerns over service quality. According to a study commissioned by Airties and conducted by Qualtrics, 28% of US households and 37% of UK households are contemplating a switch in the near future, underscoring a growing churn crisis in the broadband market.
The survey highlights that dissatisfaction with Internet quality is the primary driver behind these potential switches. Among those considering a change, 42% of respondents in the US and 31% in the UK cited poor Internet quality as their main concern. Specific issues reported include slow browsing speeds, video freezing, and frequent device disconnections, with 55% of UK respondents and 50% of US respondents indicating slow browsing as a significant frustration.
In the 12 months prior to the survey, 24% of UK consumers and 18% of US consumers reported switching ISPs. Notably, many of these dissatisfied consumers endured poor service for substantial periods, with 43% of UK respondents and 61% of US respondents waiting until the end of their contract terms before making a switch. Additionally, a vast majority—88% in the UK and 85% in the US—attempted to resolve their issues with their previous provider before deciding to leave.
The implications of these findings are critical for ISPs. Metin Taskin, CEO and founder of Airties, emphasized the importance of service quality in customer retention. He stated, “This survey research underscores a clear message for ISPs: service quality continues to drive churn. It’s a multi-billion-dollar problem for broadband service providers globally.” With high churn rates, ISPs face significant costs in acquiring new customers to offset losses, making improvements in service quality essential for maintaining profitability.
When examining the reasons for switching, 47% of US respondents and 49% of UK respondents who changed providers cited poor quality of experience and inadequate customer support as primary factors. In the US, 36% attributed their decision to poor service quality, while in the UK, this number rose to 41%. Pricing was also a consideration, with 38% of US respondents and 35% of UK respondents stating they sought better contract options.
Interestingly, many consumers who switched ISPs reported paying the same or higher fees than they did with their previous provider. In the UK, 74% of those who switched indicated they now pay the same or more, while the figure stood at 69% in the US. This willingness to pay more for better service highlights a clear consumer preference for quality over cost savings, with 74% of UK respondents and 58% of US respondents stating they would not switch for a lower price if it meant compromising on Wi-Fi quality.
As streaming and online activities dominate daily Internet usage, the demand for reliable connectivity has never been higher. In the UK, video streaming and Wi-Fi calling are top priorities, while US households focus on video streaming and online gaming. Moreover, 75% of UK respondents and 56% of US respondents expressed interest in managing their bandwidth based on application needs, indicating a desire for smarter network management solutions.
Airties, as a leading provider of AI-driven software for ISPs, aims to address these challenges by enhancing connectivity experiences for consumers. Their software optimizes network performance and empowers ISPs to reduce churn, attract new customers, and lower operational costs. Airties will present its findings and innovative solutions at the upcoming Network X conference in Paris, taking place from October 14-16, 2025. During the event, Metin Taskin will speak on the impact of Wi-Fi quality on customer retention.
In summary, the survey’s results signal a significant shift in consumer sentiment towards ISPs, with a growing number of households in both the US and UK considering a switch. As the demand for high-quality Internet service escalates, ISPs must prioritize improvements in service reliability and customer support to retain their customer base.