Mobile, broadband, and pay TV – How Britons are coping with price hikes

A new poll conducted among 2,071 GB adults using the YouGov Surveys: Serviced tool examines consumer reaction to Ofcom’s new rules banning surprise mid-contract price rises for mobile, broadband, and pay TV services. The changes, which took effect on January 17, 2025, require providers to specify price increases upfront, in pounds and pence, rather than linking them to inflation.

Before the rule change, many customers had faced unexpected price increases. The survey shows that 34% of Britons had experienced an unexpected rise in mobile phone contract costs, while 33% had encountered this with broadband services. As for pay TV companies, 17% of consumers reported unexpected price increases.

How consumers responded to mid-contract price increases

Among those who experienced a mid-contract price rise, many took action. For broadband customers, 35% contacted their provider. About one-third checked their contract (34%) and/or compared deals with other providers (33%).

Looking at pay TV customers, two in five contacted their company (40%) after an unexpected price increase. Some 32% checked their contract and the same proportion compared deals, while one in 10 posted on social media about their experience (10%), making these consumers more likely than mobile (6%) and broadband (6%) customers to share their frustration publicly.

As for mobile phone customers, one third checked their contract (34%) or compared deals with other providers (32%). Some three in ten (29%) also contacted their provider. However, mobile phone customers were the most likely to take no action (24%) compared to broadband and pay TV customers (19%).

While a portion of customers across all categories chose to switch providers, broadband (31%) and pay TV (32%) customers were more likely to change companies compared to mobile customers (29%).

Public opinion on the rule change

The Ofcom rule change aims to make contract pricing clearer. Our survey indicates that three-fifths of adults find the new pricing model easier to understand (61%). Older age groups were most likely to find it clearer, with 68% of 45-54-year-olds agreeing. Younger consumers, particularly 18-24-year-olds, were least likely to find the change helpful, though a majority (55%) still said the new format was easier to understand.

Seven in 10 consumers agree that the new rules will make it easier to make informed decisions when signing new contracts.

However, opinions on potential consequences are more mixed. Three in 10 consumers worry that initial contract costs may rise as a result (31%), while 24% think the new rules will make it harder for providers to remain profitable.

Some consumers also think the rules could go further. Half of Britons agree that the contracts should still display percentage increases, alongside the new pounds-and-pence figures (51%).

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on January 29-30, 2025, with a nationally representative sample of 2071 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older).