4G prices still deterring UK consumers study finds

Although consumers are now more knowledgeable about 4G than when the superfast connection first hit the UK six months ago, many are still worried about its increased costs, new research has found.

Prior to EE launching the UK’s first 4G network last October, less than half of consumers were aware of what 4G was, research carried out by independent price comparison site, uSwitch has revealed. However, latest figures have revealed that more than 7 in 10 UK residents are aware of the benefits of 4G services.

In addition to this, the study has found that almost half of mobile phone users are looking to future-proof when it comes to renewing their handset, with 48 per cent of consumers looking to make sure their next smartphone is 4G-ready. Despite this, the number of those concerned by the prices associated with making the jump to 4G have risen since the services hit the UK.

Whilst the research has shown that customers are more knowledgeable about 4G and its service, further data has suggested that the cost of 4G is prevented them from signing up to the service. With 31 per cent of consumers stating last October that they wouldn’t sign up to 4G because they thought it would be too expensive for them, that figure has now risen to 38 per cent of the population.

“Pricing is highly likely to become the new battleground for 4G, especially in light of Three’s ‘no premium for superfast’ pledge,” Ernest Doku, a Telecoms expert at uSwitch stated. “We hope that more networks offering 4G will lead to real competition on numerous fronts including cost, data, handsets and coverage – so that consumers can enjoy the next generation of mobile internet without the sky-high price tag they fear.”

For consumers, alongside the concern that 4G’s current price is too expensive is the additional fear that data bills will continue to increase. Unlimited data is currently unavailable on EE’s 4G plans, which means that mobile users are becoming more worried about hitting data limits.

This means that although most consumers will be getting a faster service because of 4G’s quicker network offerings, it could also mean that users run out, or reach their, data limit faster. This is a concern to almost seven in ten consumers (69 per cent), compared to six in ten (62 per cent) last October.

Do you think the UK’s current 4G prices are too expensive? Will you be holding out for a more competitive market before making the jump? Let us know via the TrustedReviews Twitter and Facebook feeds or through the comment boxes below.