90 per cent of people would not change their mobile network to get access to 4G, according to a survey of 2,200 people by Virgin Media Business. Unsurprising, given that 71 per cent did not know what data speeds they should be receiving and 24 per cent had no idea if they get 3G connectivity as it should be.

Cost is still the main reason that would cause people to change, given by 61 per cent of those surveyed. 22 per cent said they would move to get more reliable internet connectivity, while 34 per cent simply want better network coverage. The survey results have come just in time for the 4G spectrum auction, which will finally begin electronically on Wednesday, perhaps emphasising the need for public education around network technologies and their benefits in order to get buy-in.

“Of course price will always be a factor with consumer purchasing decisions,” said George Wareing, director of mobile and broadcast at Virgin Media Business. “However, by giving customers a better understanding of their services, operators will be able to differentiate themselves not just on price but on a better all-round service, setting themselves up perfectly to roll-out future technology such as 4G.”