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Price comparison service uSwitch says there are big issues with consumer awareness when it comes to fibre broadband adoption in the UK.
The company has today announced new research that suggests just 31 per cent of standard broadband customers believe they can get fibre broadband in their area.
This is in contrast to actual fibre broadband availability, which sees the service offered to a total 78 per cent of UK households.
Ewan Taylor-Gibson, a broadband expert at uSwitch, said: “As the majority of us become heavy or moderate internet users, we expect even more from our internet connections.
“Despite significant investment in superfast broadband, this research shows awareness is still one of the biggest barriers to enjoying superfast speeds.”
Related: BT 'vastly overestimating' rural broadband cost, report finds
He added: “Many people are willing to spend extra each month for faster internet, but don’t know whether or not it is available in their area.”
Specifically, broadband users are willing to pay an extra £5 a month according to the research, although fibre broadband is on average £9 more expensive.
Taylor-Gibson also says the government needs to do more to ‘make the availability and benefits of fibre clear’, and to provide notifications to consumers when fibre is available in the local area.
The research revealed that 31 per cent of us aren’t aware that superfast broadband can come from anyone but BT and Virgin Media, while 15 per cent don’t know which providers offer the service at all.