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Citizens Advice – Loyalty Penalty, Personalised Pricing & Telecoms Survey

The aim of this research is to better understand the prices that people pay in essential markets.

More specifically, it explores what people think and know about the “loyalty penalty” and “personalised pricing”, as well as the way that digital developments may be shaping the way that consumers engage with markets.

  • Cheaper prices are cited most often by British adults as the main reason that they took out their current contract across all services, most notably in the case of energy (42%) and home insurance (45%). Unsurprisingly given the nature of the service, British adults are considerably less likely to say this in the case of current and savings accounts (10% and 11%) where people are more likely to cite better service as being the most important factor (21% for both).
  • Despite the fact that half of British adults (51%) pay for their mobile phone package via a monthly contract that includes a mobile phone, only 37% say that this is the cheapest option when buying a mobile phone.
  • Across each service tested, British adults think that long-standing customers are more likely to pay more than new customers, but when asked what should be the case, they say that long-standing customers should not have to pay more.

Date Published: 02/10/2018

Categories: Finance | GB | Personal Finance | Public and communities

Client: Citizens Advice


ComRes interviewed 3,030 GB adults online between 18th – 25th July 2018.  Data are weighted to be demographically representative of all British adults aged 18+

  1. Citizens-Advice_loyalty-penalty_2018_tables 0.02 MB.

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