A recent survey conducted by Airties revealed that approximately one-third of consumers in both the United States and the United Kingdom are contemplating switching their Internet Service Providers (ISPs) due to issues related to service quality. The survey, which included over 2,000 households and was independently carried out by Qualtrics, highlights a significant potential churn crisis for ISPs as dissatisfaction with service continues to rise.
28% of respondents from the US and 37% from the UK reported they are considering a switch. The primary driver for this potential change is inadequate Internet quality, with 31% of UK respondents and 42% of US respondents citing it as their main concern. Among the common quality issues, slow Internet browsing, video freezing, and devices disconnecting were particularly frustrating for users.
High Dissatisfaction Correlates with Churn Rates
The survey indicates a clear correlation between consumer dissatisfaction and the likelihood of switching ISPs. A staggering 82% of very dissatisfied US respondents and 92% of their UK counterparts are considering a change. This trend suggests that ISPs face a multi-billion-dollar challenge as they attempt to retain customers who are increasingly frustrated with their current providers.
Many consumers experience ongoing issues before making a switch. In the past year, 24% of UK consumers and 18% of US consumers changed ISPs. Notably, a significant portion of these dissatisfied customers endured problems for three months or more before taking action. Specifically, 43% of UK respondents and 61% of US respondents reported waiting until the end of their contract terms before leaving their provider.
Among those who switched, a combination of poor quality of experience and inadequate customer support were cited as reasons for their dissatisfaction. In the UK, 49% of respondents identified these issues as their primary reasons for switching, while 47% of US respondents reported similar sentiments.
Consumers Willing to Pay More for Quality
Interestingly, many consumers who switched providers indicated they pay the same or more for their new service. In the UK, 74% of those who switched reported no decrease in cost, while 69% of US respondents stated the same. This willingness to pay for better quality indicates a strong consumer preference for reliable Internet services over lower prices.
The survey also revealed that a significant majority of consumers experience noticeable Wi-Fi problems. In the UK, 79% of respondents reported interruptions, while the figure was 74% in the US.
Moreover, consumers expressed a desire for smarter network management. About 75% of UK respondents and 56% of US respondents indicated interest in the ability to control or prioritize bandwidth based on specific applications. Additionally, 82% of UK respondents and 55% of US respondents showed interest in a Wi-Fi system that could automatically adapt to their Internet usage needs.
Metin Taskin, CEO and founder of Airties, emphasized the importance of service quality in retaining customers. “With such high churn rates, ISPs are forced to spend incredible time and money chasing new customers every year—just to break even for the customers they lost,” he stated. “Any incremental improvement in churn can unlock growth and massively improve the bottom line.”
As ISPs prepare for the Network X conference taking place from October 14-16, 2025, in Paris, the findings from this survey serve as a wake-up call for the industry. Airties aims to empower ISPs to enhance customer satisfaction through improved connectivity solutions and smarter management of network resources.
Airties’ innovative AI-driven software is designed to optimize broadband experiences, helping to reduce churn and attract new customers. As the demand for high-quality Internet continues to grow, companies that prioritize consumer needs will likely emerge as leaders in the competitive ISP landscape.
Further details from Airties’ consumer survey are available in a whitepaper on their official website.
