How Customers Are Dealing With Mobile and Broadband Price Increases

By Emma Lewis, bOnline

A recent YouGov poll of 2,071 UK adults reveals how people feel about Ofcom’s new rules that ban surprise price hikes in mobile, broadband and pay TV contracts. These changes, which came into effect on the 17th January 2025, mean that service providers must clearly outline any price increases in pounds and pence upfront; no more tying them to inflation rates.

Before this rule change, many customers were caught off guard by unexpected price rises. The survey found that 34% of people had faced an unexpected increase in their mobile phone bills, 33% had dealt with it on their broadband services and 17% were hit by surprise hikes from pay TV providers.

 

How Did People React to These Mid-Contract Price Jumps?

 

The YouGov poll shows that when customers saw their prices go up unexpectedly, many opted to take action. For broadband users, 35% reached out to their provider, while 34% took a closer look at their contract, and 33% started comparing deals with other companies. 

Mobile customers were also proactive, with one-third (34%) checking their contracts, 32% comparing deals, and 29% contacting their provider. However, they were the least likely to do anything at all, with 24% choosing not to take action, compared to 19% of broadband and pay TV customers.

In terms of switching providers, broadband (31%) and pay TV (32%) customers were more likely to make a change than mobile phone customers (29%).

What Does The Public Think About These New Rules?

 

The idea behind the new Ofcom rules is to make pricing more transparent, and according to the survey, 61% of adults say the new pricing system is easier to understand. The older age groups, especially those aged 45-54 found it the clearest, with 68% agreeing. While younger people, particularly those aged 18-24, were less enthusiastic, a majority (55%) of them still found it easier to follow.

Around 70% of consumers believe these changes will help them make more informed decisions when signing new contracts.

That said, opinions are a bit more divided when it comes to the potential fallout. About 31% of people are worried that prices might go up initially, while 24% think it could make it harder for providers to stay profitable.

Some people also think there’s still room for improvement. Half of those surveyed (51%) feel that, in addition to the pounds-and-pence breakdown, contracts should also include the percentage increase, giving consumers even more clarity.

 

What is bOnline’s Take on Price Hikes?

 

The only thing that drives bOnline’s price rises is when the wholesale rates change, so the supplier rates change. Any price increases only happen when absolutely necessary.

As a comparison, with BT you can easily end up paying more a month for a deal that seemed great to start with but where price rises soon add up.

So each April, prices with BT (excluding VAT) increase by £3 a month for broadband-only plans, and £4 a month for broadband + digital line plans. Then it’s an extra 50p a month for the Unlimited Call Plan. Yes it seems like small amounts but over time the percentage increases can be substantial.

The take-home message here is whichever VoIP and/or broadband provider you go with, read the small print. Check reviews and do your research to make sure that sparking deal really is as good as it seems.