Orange Broadband Research Reveals Cyber-haggling On The Rise As 1 In 2 Brits Go Online For The Best Deal
27 June 2011
External Link: shop.orange.co.uk
The broadband generation gap: 70% of 18-22 year olds go online to find the best deal, compared to just 38% of over 55s – 12% lower than the national average The best value conundrum: while we’re more concerned than ever about getting the best value, 44% care more about saving a few pence on groceries like bread and milk but could be making even greater savings on products and services such as gadgets and broadband The latest study from Orange Broadband reveals we’ve become a national of cyber-hagglers as Brits tap into the internet more than ever to get the best value product or service.
According to the survey of over 2,000 people, the current financial climate has created a shift in consumer attitudes towards value. 81% of Brits admit they are spending more time than ever trying to bag a bargain, with 46% buying items they don’t need or wouldn’t normally buy because they’re on offer.
Despite our reputation as a modest nation who shy away from haggling in stores, these results reveal we’re turning to the comfort of our PCs to barter for the best deal. 64% of those surveyed said they would now use price comparison websites, whereas they wouldn’t have done a year earlier.
As purse strings tighten, the Orange Broadband research reveals British shoppers are going to greater extremes than ever before to get a good deal. 41% would go to the supermarket specifically when reduced price food is out; 12% would drive to the next town to get a cheaper deal on petrol, even if only a few pence cheaper; and 24% would book holidays much earlier – or grab a last minute deal. 19% of 25-34 year olds would even wake up at the crack of dawn to get the best deal in the sales - all behaviours which have seen a significant rise in the past year.
While the internet is helping us shop around for the best deal, the results reveal a broadband generation gap: only 38% of over 55s go online after seeing something in store to find it cheaper. This is 12% lower than the national average, and significantly lower than 70% of 18-24 year olds who cash in on the cheaper offers available online.
The Orange Broadband study also reveals a value conundrum: the items we care most about getting a good deal on may not be the most expensive. 44% are more likely to save on groceries like bread and milk, compared to bigger items where overall savings may be greater, like broadband (3%), TV / latest gadgets (3%) and mobile phones (4%).
This may be surprising when Brits could save up to £2291 by switching to the best value broadband package alone - however, while a fifth of people (21%) admit they don’t think they’re getting a good deal on their current broadband subscription, 1 in 4 (24%) aren’t switching because they are confused by hidden connection fees and line rental offered by some UK providers. The research coincides with Orange’s ‘No Tricks Just Treats’ broadband campaign which has been developed to highlight the broadband fears faced by customers and compare them against the transparent pricing and valuable rewards they can expect from Orange’s service.
Sylvain Thevenot, Marketing Director, Orange Broadband, said: “These survey results really do pay testament to the web which has made finding a great value deal a whole lot easier for UK consumers.
“They also reveal that while some realise they’re not always getting the best value on their broadband, they are not switching to a better deal as hidden costs like connection fees can often be confusing. This is why we’ve set out to offer a simple range of broadband and calls plans - making it clear what’s on offer, with no hidden extras.”
For more information on the campaign, Orange’s range of great home broadband plans and the treats on offer, please visit www.orange.co.uk/tricksvtreats
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