UK - 40% of customers put reliability ahead of speed for broadband

[broadband choice] More than two in five broadband customers are more concerned about the reliability, rather than the speed, of their connection.

Sky study shows many are unconcerned about broadband speeds
New research from Sky Broadband has revealed consumer attitudes towards the speed of their home internet connections.

The study, which was carried out for the fixed-line broadband provider by YouGov, revealed that 30 per cent of customers in the UK are frustrated at the stability of their browsing speeds.

In contrast, more than two in five respondents said they do not know - or do not care - about the speeds they receive, provided their broadband connection works.

Director of broadband and telephony at Sky Delia Bushell claimed that customers are choosing which internet package to sign up for based on a "wide range of factors".

"What this research has done is to cut through the noise around broadband speeds and listen to what the majority of broadband users say about what matters to them," she added.

According to figures from Ofcom, the average broadband download speed in the UK in May 2010 was 5.2Mb/s, up from 4.1Mb/s in April 2009.

Sky study shows many are unconcerned about broadband speeds