Consumer engagement with communication services

17 May 2018

In July 2017, Ofcom commissioned Futuresight to conduct qualitative research to better understand why consumers do not engage fully, or at all, with communications markets.

Specifically, this study sought to understand what, if any, barriers exist and what might encourage less engaged consumers to participate more. The research included a task that asked participants to shop around to find the best deal for them personally (in the case of mobile) or for them and their household (in the case of dual play, triple play and standalone Pay-TV).

Over the course of the study as a whole, the particular focus was on:

  • Key drivers and barriers to engagement
  • Specific methods used to shop around, and any barriers to methods not used
  • Response to a range of potential options that may encourage greater engagement.

Engagement Qualitative Research Report, 2017 (PDF, 1.8 MB)

Ofcom commissioned Critical Research to conduct quantitative consumer research (c.4,000 interviews) in early 2018 to broaden our understanding of consumer engagement issues in communications markets.

The research aimed to better understand why some consumers do not engage fully with communications markets, and why some do not engage at all. The research covered four markets of interest (Dual Play (landline and broadband), Triple Play (landline, broadband and Pay TV), Mobile and Standalone Pay TV).

Engagement Quantitative Data Tables, 2018 (PDF, 4.9 MB)

Ofcom commissioned Kantar Media to conduct primary quantitative consumer research in January 2018 to better understand SIM-only (SIMO) consumers, including what type of SIMO service they used, the decision-making process relating to their SIMO deal, and consumers’ awareness and experience of mobile handset ‘unlocking’. The survey consisted of a UK representative sample of 1,073 in-home face-to-face interviews among adults aged over 16.

Ofcom Kantar Media face-to-face omnibus, January 2018 (PDF, 585.2 KB)