As Brits prime themselves to take advantage of Black Friday broadband offers, new research from Go.Compare broadband has revealed how we choose our Wi-Fi providers – and for more than two thirds of people, it’s the money that matters most.*

The comparison site asked over 2,000 people for their insight into how they choose an internet provider – weighing up the value of speed, customer reviews, area coverage and more – and found that cost is by far and away the most important factor. 68% of people said price would be a determining factor affecting their decision, while half of people (50%) said their choice would depend on the average speed offered.

Just under a third of people (31%) said that coverage in the area was an important consideration, while less than one in ten (9%) would consider customer reviews as a top factor.

Matthew Sanders, Go.Compare broadband spokesperson, said: “With the cost-of-living still at an all-time high, it’s no surprise that price is a top consideration when it comes to Brits choosing their broadband package.

“If you are nearing the end of your broadband contract, we always suggest taking a look at the offers out there – particularly as we approach Black Friday, when you may be able to get an even better deal.

“In the run-up to Black Friday, we see a 33% increase in people purchasing broadband deals so it’s worth noting how important it is to compare the broadband packages out there.** Shopping around on a comparison site can help you compare broadband packages side by side and make it easier to spot which one offers the best service for you – at the right price.

“While our research shows that less than a third of people consider the area coverage as a top factor in choosing broadband, this can have a big impact on the quality of your internet connection – so make sure to do your research before you buy.

“Customer reviews were another aspect that didn’t rank highly in people’s priorities. However, detailed, recent reviews can give you an excellent insight into the level of service you’re likely to receive, so we do recommend taking a look before you make your decision.

Matthew added, “Something else to be aware of is that the price of your broadband could be subject to change – as many deals allow mid-contract price rises from your provider. So, if cost is an important factor to you, it may be wise to opt for a broadband deal that guarantees a fixed price.

“It’s also worth noting that haggling on your broadband deal could be well worth your time – you could negotiate a lower price on your contract, or even get your provider to throw in additional perks for free.

“To learn all about haggling and how you can save money on your broadband, visit: https://www.gocompare.com/broadband/how-to-haggle-and-get-the-best-deals/.”

For exclusive broadband offers, visit: https://www.gocompare.com/broadband/.