The new 4G network is struggling to gain ground as consumers are put off by astronomical prices. The super-fast service, which was exclusively launched on EE in October last year, is failing to impress. EE’s 4G pricing has since been on the receiving end of harsh criticism over initial high prices and data allowance restrictions.
The company reduced prices in January 2013 with hopes of winning over consumers, but a new report by price comparison website uSwitch has unveiled worrying results.
uSwitch Survey Reveals Consumer Concerns
Price comparison experts uSwitch polled 1,415 smartphone users about the 4G network. The report revealed that many consumers are turned off by the high prices of the cellular network. In fact, over one third (38%) of those surveyed claimed they would not sign up to 4G because of the cost. The survey indicates that more people have become cynical towards 4G, as a similar poll back in October revealed just 31% were put-off by the cost.
Consumers also used the survey to voice their concerns about data usage on the 4G network. The transmission speeds of 4G allow for faster data downloads, which could cause users to inadvertently overstep their data limit. Nearly 70% of survey participants claimed that running out of data was a major worry.
A uSwitch spokesperson, Ernest Doku offered the following words of comfort to consumers; “Pricing is highly likely to become the new battleground for 4G, especially in light of Three’s ‘no premium for superfast’ pledge. 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.”