We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,259 News Articles

Broadband ISPs should advertise average speeds

Consumers no longer trust broadband providers

ISPs could soon be advertising average speeds rather than headline speeds, says Top 10 Broadband.

The broadband comparison website says it has seen a huge increase in web users looking to test their broadband speed since Ofcom revealed that average broadband speeds are just 57 percent of those advertised by ISPs.

The website predicts that ISPs will have to change their advertising methods to placate customers. It also said ISPs could promise two speeds: one for rural locations, where connections are typically slower, and one for urban areas.

Jessica McArdle, marketing manager of Top 10 Broadband, said: "The disparity between actual and advertised broadband speeds could be eradicated in coming years if only average speeds were made available.

"Consumers deserve to know what they're buying so they make an informed decision. We think it's inevitable that provision of average speeds by suppliers will be standard within the next few years."

Broadband speed test

See also: Virgin Media promises to stop unachievable speed claims

IDG UK Sites

Android M / Android 6.0 UK release date and new feature rumours: Android M live video stream -...

IDG UK Sites

Why I think the Apple Watch sucks and you'd be mad to buy it

IDG UK Sites

Ben & Holly's Game of Thrones titles spoof is delightfully silly

IDG UK Sites

Jony Ive 'semi-retired' into new role: kicked upstairs as Chief Design Officer