TalkTalk has managed to grow its share of the overall home services market by 3.2 percentage points on the last quarter, following the data hack that saw 250,000 of its broadband customers switch to other suppliers.
Research from Kantar Worldpanel ComTech shows the telco is beginning to repair some of its marketshare following the PR and security disaster.
“Increased value propositions and heavy promotional activity have led to a robust performance in the first quarter of this year. Reassurances on data security, including plans for voice recognition software use, mean consumers are willing to give the provider another chance, said Imran Choudhary, consumer insight director at Kantar Worldpanel. “Over 40% of its new customers said they chose TalkTalk due to its low cost or a promotion on offer – well above the market average of 30%.”
BT has maintained its steady share gains and continues to provide a challenge to Sky. The first quarter of 2016 saw the provider gain 2.9 percentage points – its strongest share gains being in the paid TV market as it successfully cross-sells its TV sports packages to its existing customer base.
“If current trends in the paid TV sector continue we could see BT usurp Sky with the largest market share in new customers by the second quarter – a first for the operator. In broadband its share continues to climb to nearly a third of the market as it scores well with consumers in several key areas,” explains Choudhary.
Despite this Sky remains ahead of BT on new subscriber acquisitions.
Kantar research also shows Virgin Media customers have a high satisfaction score compared with other broadband providers, second only to Plusnet customers who consistently top the list thanks to its value-end pricing architecture. Despite being one of the most expensive in the broadband market, Virgin Media is ranked second in terms of providing value, following Plusnet again.
