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Broadband customers go for unlimited packages

Broadband customers are passing up basic packages for those offering faster speeds and unlimited downloads, according to broadband comparison service, Nearly half of the broadband switching service’s customers are signing up for advanced packages, a trend it sees increasing through the rest of the year.

According to Aamir Baloch, director at, the steady adoption of the digital lifestyle is spurring this movement. More and more people are turning their houses into ‘digital homes’, as they enjoy digital content – including music, photos, and video – on multiple devices throughout the home. At the same time, consumers are being inundated with broadband deals that are more advanced yet increasingly affordable. “What constitutes ‘basic level’ broadband is changing substantially,” said Baloch.

“Despite the low-cost deals for very basic services, the public is catching on to the benefits of higher speeds and download limits,” said Baloch. “We’re seeing a steady but upwards trend for these advanced services.”

As an indication of this growth, the majority (68 per cent) of’s customers are now signing up for speeds of 8Mbps or more, while an almost equal number (71 per cent) are signing up for so-called “unlimited” download limits. The figures also demonstrated a steady increase in what consumers are expecting from their broadband package, against expectations recorded just three months ago. If this trend continues, predicts more than 90 per cent of customers will choose such advanced packages by the end of the year.

Baloch continued: “In a relatively short span of time, it will become commonplace to make phone calls over the Internet, download the bulk of your home entertainment, and play live interactive video games – all using the same powerful Internet connection. While price will remain king for some time, a shift is clearly happening. And I think we will be stunned by the speed of change.”

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.