Two-thirds of Brits (63%) find the language used by broadband providers baffling, according to a new report by comparison site Broadband Genie.
UK broadband customers were presented with a range of terms used by providers on their websites, in contracts and in their advertising and asked if they could confidently explain what each meant.
However, none of the terms was fully understood by more than half of the respondents and less than a third (30%) could define ‘broadband’ itself.
More than half (54%) of Brits believe that broadband providers are intentionally keeping them in the dark, hiding behind confusing jargon to squeeze more money out of customers.
The research revealed three-quarters of people aged 65 and over (73%) are confused by broadband terminology – the highest of all age groups – compared with 56% of those aged between 25 and 34-years-old.
Terms like the acronym FTTP – meaning Fibre To The Premises – cause the biggest uncertainty to consumers, with only one in 20 (5%) believing they could explain what it means.
Nearly half of broadband consumers (46%) admit they don’t know the difference between speed categories such as ‘superfast’ and ‘ultrafast’, which are used to describe deals, while only 17% are confident they know the difference between fibre and full fibre.
When it comes to the providers, three-quarters of Plusnet customers (74%) express the desire for clearer broadband terminology – the highest out of the main broadband providers – compared with 55% of Vodafone customers.
A third of broadband consumers (31%) even admit they have been put off from switching broadband providers or signing up to a new deal because of the confusing language.
The report comes as industry regulator, Ofcom, is currently reviewing how companies use different terms on their websites and in contracts. Under new guidance planned, customers would be given a short, easy-to-understand description of the type of broadband network technology they are signing up to. It would also mean that providers could only use terms like ‘fibre’ when describing deals where fibre-optic cables are connected to properties.
The way different packages are advertised on companies’ websites is also the responsibility of the Advertising Standards Authority (ASA), which is meant to ensure this is not confusing to consumers.
Broadband Genie is calling on providers to have a universal guide that defines terms for customers and shows clearly how they relate to different package speeds.
Alex Tofts, Broadband Expert at Broadband Genie, said: “The language used by broadband providers has been bewildering customers for years, so any move towards greater transparency in how deals are described is a step in the right direction.”
He added: “By embracing Ofcom’s proposals, providers can give customers confidence in their broadband choices, potentially spurring more to make the switch to the right deals for them. However, it has not yet been made clear yet when Ofcom will introduce the proposed changes or how it will enforce them.
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