Consumers already accustomed to robust broadband services say broadband is an important factor when they move
UK homeowners trying to sell their properties may soon be facing questions from potential buyers about their fixed-line broadband connections, according to ICM Research. In its December 2012 online survey of over 2,000 consumers ages 18 and older, 30% of respondents said a healthy broadband signal would influence their choice of a new home.
The news may not dismay many sellers, as most of the country is well served by high-speed internet access. eMarketer estimates that nearly 70% of all UK households will have a permanent broadband connection in 2013—a gain of one million homes in one year.
ICM reported that consumers in urban areas were more likely than those in rural locations to say broadband was important in a new residence—probably because they were already accustomed to relatively robust broadband services. Nearly one-third (32%) of city dwellers said broadband quality could be a significant factor when selecting a home, compared to 25% of respondents in rural areas.
Similarly, younger people (ages 18 to 24) were more likely to factor broadband into their choices. Two out of five respondents in this age group said good fixed connections were important, while just 24% of those ages 65 and over said the same.
When it came to putting a value on reliable, high-speed broadband, ICM respondents were divided. Many said they would not be willing to pay a premium just because a home featured a better connection.
On the other hand, 22% said they would contemplate paying between 4% and 10% more for a place where good broadband was already available. That kind of incremental value might eventually persuade sellers to invest in better connections before they put their homes on the market.
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