Research and analysis

Shared Rural Network Wellbeing Survey Wave 1 Findings report

Published 15 January 2026

Executive Summary

Ipsos were commissioned by Building Digital UK (BDUK), part of the Department for Department for Science, Innovation and Technology (DSIT) in 2023 to undertake an evaluation of the Shared Rural Network (SRN) programme. Included in this evaluation, a survey of 1,285 residents of households and businesses which will benefit from the SRN (in locations where enhanced mobile broadband connectivity is being provided by the SRN programme) was designed in order to improve understanding of the wellbeing and social benefits of the programme. This report sets out the findings from the baseline survey.

Mobile data usage

Among participants who go online, 60% self-reported using mobile data at least once a day, either at their address or elsewhere. 19% said they use mobile data less than daily, but at least once a week. Although a small percentage reported using mobile data less than weekly but on a monthly basis (4%), a notable proportion (17%) said they do so less than monthly or never.

While most participants (91%) reported having a fixed internet connection at their address, 44% said they use mobile data at least once a day indoors and 36% at an outdoor space at their address. Participants were also asked how often they use their mobile data instead of their fixed connection when at their address – 74% reported ‘seldom’ or ‘never’ using their mobile data instead of their fixed connection (where they have the option of using mobile or fixed connection, for example in their home), while 10% said they ‘always’ or ‘usually’ do so.

Mobile data usage when out and about is more prevalent, with 58% reporting using mobile data at least once a day. About half of participants (53%) said they ‘always’, ‘almost always’ or ‘usually’ use mobile data instead of a fixed connection or public Wi-Fi, while 22% ‘seldom’ or ‘never’ do.

Other types of use of mobile data included:

• 32% self-reported using mobile data at least once a day while travelling locally, while this figure rose to just over half (46%) for longer journeys. The most common uses of mobile data while travelling were communicating with family or friends, using navigation apps, and searching for information online

• 31% of those who use mobile data said they do so at least once a day to help them with work. This figure increased to 46% for those who were in work during the survey period. The most common uses of mobile data cited for work purposes were checking/sending emails (48% overall; 68% among those in work), researching online (42% overall; 59% among those in work), and checking/sending instant messages (38% overall; 57% among those in work)

• 27% of those who use mobile data said they do so at least once a day to help them with researching, studying, or learning how to do something. The most common use of mobile data for education and research were investigating topics of personal interest (44%), learning how to do something by watching a ‘how to’ video (34%), and doing own studies using online resources (20%). However, over a third (35%) said they do not use mobile data for any of the methods presented to them

• 47% said they manage their day-to-day life as much as they can or mostly online, while just under a third (29%) said they do as much as they can offline or mostly offline

• 17% said they use mobile data at least once a day to access or monitor health data. However, just over half said they use it for this purpose ‘less than once a month’ or ‘never’ (52%)

Satisfaction

39% consider their mobile phone internet connection to be poor – with 15% of them stating that it is ‘very poor.’

When asked to consider the importance of the various aspects of their mobile internet connection, coverage and availability and the reliability of their mobile internet connection were considered essential by 35% and 32% of residents respectively, which are the two aspects rated least positively both at the address and when out and about. In total, 22% considered value for money to be an essential quality and 17% placed speed of their mobile internet connection in this category.

Whilst value for money was not the most important aspect of the mobile phone service, it was a key purchasing decision, with 54% of participants stating that they selected one provider over another on this basis; coverage was a relatively close second (48%).

Wellbeing

Participants reported generally high levels of wellbeing, with most expressing satisfaction with life (76%), feeling things are worthwhile (81%), and feeling happy (76%), by giving a score of 6-10, on a scale 0-10 where 0 was ‘not at all’ (e.g. ‘not at all happy’) and 10 was ‘completely’ (e.g. ‘completely happy’). Levels of anxiety were also generally low, with most (61%) participants giving a 0-4 score.

59% reported feeling lonely ‘hardly ever’ or ‘never’, although a notable proportion (16%) said they experience loneliness ‘at least some of the time’.

Most participants viewed being online positively, agreeing that it makes life easier (84% agreed) and helped them save time (82%). Comparatively fewer, although still considerable proportions, agreed that they are constantly looking at screens (57%), that they find it hard to switch off due to technology (40%), or that they feel addicted to being online (25%).

Among those who never go online using mobile data, just under four in ten (37%) said they would like to do so in the future, while 33% believed they could perform better in daily tasks if they were online, and a similar proportion (32%) felt they miss out by not being online. A relatively smaller proportion (28%) said they sometimes feel left out by not interacting with online public services, or when friends talk about being online (17%). However, one in six (16%) felt they are better off not going online.

Expenditure

78% of those who use their mobile phone to go online have a monthly contract.

Among the 184 participants who ran a business from the surveyed addresses, one third reported that they provide their employees with mobile phones.

All participants were asked to what extent being in or near an area without mobile phone reception/mobile broadband affected them or their business. Two-thirds of participants believed that effective communication was negatively impacted (63%) and broadly half felt that flexible decision making (47%), working from home (52%), the ability to build contact with potential customers, employers or recruits (49%) and business productivity (48%) were negatively affected. Nearly one in four believed there was a negative impact on business turnover (36%) and profit (38%), although a higher proportion thought there was no impact on either (47% and 45% respectively).

Business owners were asked to put a monetary value on the negative impact of having poor mobile connectivity or mobile phone reception. Whilst 26% stated that there was no cost, and the same proportion stated that they didn’t know, 35% believed the cost to be up to £250 per month, 10% between £251-£1,000 and 4% between £1,001 and £10,000.

Willingness to pay

To determine whether participants would be willing to pay for improved mobile phone coverage they were presented with two hypothetical scenarios (Option A and Option B). Option A asked them to consider a situation where there was 4G mobile phone coverage in their local area, that enabled them to make and receive calls, texts and access the internet anywhere in the local area. Option B was a situation where there was only 2G/3G signal available with no internet connection. This resulted in parts of the local area having weak or occasional loss of signal and a need to travel 0.5 miles to access signal.

In total, 39% of participants stated that they would be prepared to pay an additional monthly fee to have the mobile phone/mobile broadband service described in Option A, 27% stated ‘maybe’ and one third (33%) stated that they would not be prepared to pay more, even if only a very small amount.

The average additional acceptable charge among all participants was an extra £5.40 per month, but this increased to £9.23 among those who ran a business from their address.

1. Introduction and background

Ipsos were commissioned by Building Digital UK (BDUK), an executive agency of the Department for Science, Innovation and Technology (DSIT), in 2023 to undertake an evaluation of the Shared Rural Network (SRN) programme. This evaluation included a survey of 1,285 residents of households and businesses which will benefit from the SRN (in locations where enhanced mobile broadband connectivity is being provided by the SRN programme), designed in order to improve understanding of the wellbeing and social benefits of the programme. This report sets out the findings from the baseline survey. A follow-up survey will be conducted to measure the extent of changes in impacts of the SRN programme.

1.1 Background

At the time of writing, the SRN programme aims to improve mobile broadband coverage in rural areas across the UK through a deal with the four mobile network operators (MNOs) - EE, Three, Virgin Media O2 (VMO2) and Vodafone – to deliver 4G coverage to some of the hardest to reach parts of the country.

In order to achieve this improvement, the SRN programme has been implemented in two main phases. The phases of the programme are discussed in more detail below.

In the first phase of the SRN the four MNOs will collectively invest in a shared network of new and existing phone masts. This investment is in areas of partial commercial coverage, referred to as Partial Not Spots (PNS) - areas where there is currently coverage from at least one, but not all MNOs. This part of the programme is wholly for the MNOs to deliver, but where possible the Government will provide support, for example, by endorsing planning applications. The MNOs are obliged to complete this element of the programme by June 2024 to meet their licence obligations, which is for each MNO to provide coverage to 88% of the UK landmass (together with individual Nation targets for England, Wales, Scotland and Northern Ireland). Delivery of the PNS projects is the responsibility of the MNOs and there is no grant funding cost to the Government.

The second phase, running in parallel, will see the government invest to go even further to significantly reduce total not spots (and partial not spots, as for all sites all four MNOs will utilise the infrastructure build to enhance their coverage), which are areas where there is currently no coverage from any mobile operator. There are two projects running in phase 2 – the Extended Area Service (EAS) and the Total Not Spots (TNS) projects. A portion of the Government funding will come from BDUK grants to the MNOs for the TNS project, a separate amount from BDUK grants to the MNOs for the EAS project, and the remainder is funded by BDUK to the Home Office for the EAS project. The TNS project will provide coverage in Scotland only, as Scotland has the lowest current mobile broadband coverage of the four UK nations, whereas the EAS will provide coverage across rural parts of Scotland, England and Wales. The TNS project grant is being managed by BDUK and delivered by Mova (formerly Digital Mobile Spectrum Limited, or DMSL), a joint delivery vehicle of the four MNOs.

The evaluation of the SRN aims to:

• provide evidence that supports improvement in the delivery of the SRN and future policy development

• test the Department’s hypotheses about the value of mobile connectivity, establish the outcomes of the programme and improve the evidence base of the benefits of mobile connectivity

1.2 Overview

This baseline survey was conducted by Ipsos across rural communities in England, Wales, Scotland and Northern Ireland between 15 July and 13 September 2024. A total of 1,247 residents and 38 businesses took part, using a ‘push-to-web’ methodology. Up to two adults aged 18+ permanently residing or having a business at the address were sampled as eligible to take part (no method was applied to select those adults at the address). An invitation to take part in an online survey was mailed to addresses, followed by three reminder mailings which included a postal survey as well as repeating the invitation to take part online. The addresses were sampled at random from areas which were expected to receive enhanced coverage from the EAS and PNS programmes from September 2024 onwards. The survey did not include any households or businesses expected to be covered by enhanced mobile broadband coverage from the TNS programme in the future, due to uncertainty about the TNS footprint at the time of survey.

1.3 Methodology

To answer the evaluation questions set out and summarised in the Theory of Change, a survey was designed to involve a selection of areas in the build plan, and residential addresses randomly sampled from across the programme.

The survey programme involves conducting research with households and businesses at a cross-sectional level at two time points: before new mobile broadband infrastructure in the area is built to establish a baseline, and then after the infrastructure is built when outcomes linked to uptake may become more evident. Any national contextual changes should apply to all households in both groups and any impact resulting from these contextual changes will be accounted for in the survey design. However, significant contextual changes will be noted in the final report.

1.4 Survey content

The baseline survey was designed to collect data on the following:

• frequency of internet usage in and outside the home, including using mobile data

• use of the internet using mobile data (social media, communicating with family/friends, what’s on information, volunteering, work/study, household administration)

• reasons for not accessing the internet using mobile data

• attitudes toward the internet, rating and speed of mobile broadband connection, and expenditure on mobile broadband

• wellbeing (life satisfaction, life is worthwhile, happiness, feeling anxious, loneliness)

• demographics (household composition, age, gender, work status, income, home ownership)

• satisfaction with local area and length of time at address

1.5 Interpreting the data

Survey results are subject to sampling tolerances, which vary with the size of the sample and the percentage figure concerned. Differences between sub-groups of the sample have been highlighted where statistically significant at the 95% level of confidence.

Findings are based on all answering each question. Findings are subject to confidence intervals. Caution should also be exercised when drawing conclusions from the analysis of certain sub-groups, such as business owners, due to the small sample size. The survey findings are also likely to reflect the nature of local demography, with a more rural, older and retired population compared to the national profile. Finally, the survey results present self-reported measures, and not empirical observations.

1.6 About this report

This report provides a detailed narrative description of the baseline survey findings. As a baseline report it does not include data on the impact of the Shared Rural Network programme, which will be available once the follow-up survey is completed. This report covers the following areas:

• Mobile data use: Frequency of going online – in general, and using mobile data while at participants’ address (home or business) or out and about. Online activities, including keeping in touch with friends and family, finding out what’s on, using the internet for work or study, managing day-to-day life and health

• Satisfaction: Participants’ satisfaction with their mobile phone internet connection overall and in relation to the reliability, speed, coverage and affordability and what they prioritise in their purchasing decisions

• Wellbeing: Satisfaction with life, feelings of worthwhileness and happiness as well as levels of anxiety and perceived advantages and disadvantages of going online

• Expenditure: Participants’ current mobile phone package and whether there is a willingness to pay additional money for an improved mobile phone service

• Annex: Contact procedures, response rates and socio-demographic profile

2. Usage of mobile data

This section details the findings related to the frequency that participants go online in general, and specifically using mobile phone data. Different types of use of mobile data are also discussed.

2.1 Overall use of the internet and mobile data

Overall, about nine in ten (91%) reported going online nowadays at least once a day, either at their address or elsewhere, with around 43% of them saying they go online more than ten times a day. A small proportion said they go online less than a month or never (4%).

Figure 1. Frequency of going online (in general)

ONLINE1: How often, if at all, would you say you go online nowadays?

More than 10 times a day	43%
5 – 10 times a day	29%
2 – 4 times a day	15%
Once a day	3%
Less than daily but at least once a week	2%
Less than weekly but at least once a month	less than 1%
Less than once a month or never	4%
Don’t know/no answer	2%

Base: All participants (1285)

Fieldwork dates: 15 July - 13 September 2024

There was variation in frequency of going online by age and household income. The vast majority of those aged 16-34 (98%) and 35-54 (99%), as well as those with medium (£25,000-£59,999 per year – 97%) or higher household income (£60,000 or more per year – 100%) said they go online at least once a day, which was significantly higher than the average (91%). In contrast, those aged 75 or over were significantly less likely than average to go online at least once a day (74%), as well as those with lower household income (up to £24,999 – 88%).

When asked specifically about going online using mobile data, six in ten (60%) of those who go online reported using mobile data at least once a day, either at their address or elsewhere. Almost one in five (19%) said they use mobile data less than daily, but at least once a week. A small percentage reported using mobile data less than weekly but on a monthly basis (4%), while one in six (17%) said they do so less than monthly or never.

Figure 2. Frequency of going online using mobile data

Q3(ONLINE_DATA): How often, if at all, would you say you go online using your mobile phone data, using 4G or 5G nowadays?

More than 10 times a day	14%
5 – 10 times a day	18%
2 – 4 times a day	19%
Once a day	9%
Less than daily but at least once a week	19%
Less than weekly but at least once a month	4%
Less than once a month or never	17%
Don’t know/no answer	1%

Base: All participants who go online (1208)

Fieldwork dates: 15 July - 13 September 2024

Mobile data usage also varied by age and household income; those aged 35-44 (70%) and 45-54 (72%), as well as those with medium (65%) and higher (68%) household income were more likely than average to use mobile data to go online at least once a day (60%) and with lower household income (up to £24,999 per year - 22%) were more likely than average to use mobile data less than once a month or never (17% overall).

2.2 Reasons for never using mobile data

Among those who never go online using mobile data, the main reasons cited were that 4G/5G doesn’t work at their address (40%), they have no connection available where they live or work (40%), or a fixed connection is sufficient for their needs (30%).

Among those who never go online using mobile data, the main reasons cited were that 4G/5G doesn’t work at their address (40%), they have no connection available where they live or work (40%), or a fixed connection is sufficient for their needs (30%).

Figure 3. Reasons for never going online using mobile data (Participants could provide multiple responses)

Q25: What are the three main reasons why you don’t ever go online using your mobile phone data, that is using 4G or 5G connectivity? Please select up to three options.

4G or 5G doesn’t work at this address	40%
I have no connection available where I live or where I work	40%
A fixed connection is sufficient for my needs	30%
I am just not interested	18%
It’s too expensive	9%
I worry about having my personal details stolen	8%
I worry about being conned or having money stolen	5%
It’s not for people of my age	4%
It’s too difficult to use	4%
I worry about bad experiences with spam or viruses	3%
I am worried about my privacy	3%
It is too time consuming	2%
It’s not useful	2%
I do not have enough time	2%
Do not yet know how to go online	1%
It’s not for people like me	1%
There’s nothing of interest online	0%
Other	11%
Don’t know/no answer	8%

Base: All participants who never go online (184)

Fieldwork dates: 15 July - 13 September 2024

2.3 Usage of mobile data at participants’ address (home or business)

Most of those who go online using mobile data reported having a fixed internet connection at their address (91%).

Figure 4. Having a fixed connection at their address

BROADBAND1: Thinking about this address - do you have internet, such as WiFi or a fixed connection, or a portable device such as a dongle to access the internet?

Yes, I/we have internet / fixed connection or a portable device	91%
No, I/we do not have internet / fixed connection nor a portable device	2%
Don’t know	1%
No answer	6%

Base: All participants who go online using mobile phone data (1208)

Fieldwork dates: 15 July - 13 September 2024

Just over four in ten of those who use mobile data to go online said they use mobile data at least once a day when they are indoors (44%), while just over a third (36%) said so for when they’re at an outdoor space at their home or business.

Figure 5. Frequency of using mobile data when indoors or at their address’ outdoor space

MOBILEDATA1.1: Thinking about going online when you are at this address, in each of the following places, how often would you say you personally do this nowadays when connected to your mobile phone data only, i.e. using 54G or 5G connectivity?

Indoors/outdoors	% More than 10 times a day	% 5-10 times a day	% 2-4 times a day	% Once a day	% Less than daily, but at least once a week	% Less than weekly, but at least once a month	% Less than once a month or never	% Don’t know / no answer	Total
Indoors	12	12	13	6	9	4	41	3	100
Outdoors	5	6	14	11	16	6	37	5	100

Base: All participants who go online using mobile phone data (1208)

Fieldwork dates: 15 July - 13 September 2024

Men were more likely than average to use mobile data at least once a day indoors (48% against 44% overall) or at their address’ outdoor space (42% against 36% overall). Those aged 75 or over (52%) and those in Northern Ireland (57%) were also more likely to use mobile data indoors with the same frequency (44% overall).

Most participants reported that mobile data usage at their address (home or business) remained largely unchanged, with 69%, 65%, and 57% reporting no change in the last six, twelve, and twenty-four months, respectively.

Figure 6. Change in frequency of mobile data use at their address, compared to six, twelve and twenty-four months ago

MOBILEDATA2: Would you say that you personally go online using your mobile phone data at this address, i.e. using 4G or 5G connectivity, more often or less often, or has there been no change compared to each of the following?

Timeframe	% More often	% No change	% Less often	% No answer	Total
Six months ago	14	69	8	8	99*
Twelve months ago	13	65	9	13	100
Twenty-four months ago	17	57	11	14	99*

Base: All participants who go online using mobile phone data (1025)

*Less than 100% due to rounding

Fieldwork dates: 15 July - 13 September 2024

Participants were also asked how often they use their mobile data instead of their fixed connection when at their address. Three in four (74%) reported ‘seldom’ or ‘never’ using their mobile data instead of their fixed connection, while only 10% said they ‘always’ or ‘usually’ do so. The latter was higher among those in Northern Ireland (20% saying so, against 10% on average), but no other subgroup differences were observed.

Figure 7. Frequency of using mobile data at their address, instead of a fixed connection

DATA_BROAD1: Still thinking about when you are at this address, how often, if at all, would you say you personally connect to the internet using your mobile phone data, i.e. using 4G or 5G connectivity, instead of a fixed connection?

Always or almost always	7%
Usually	3%
Sometimes	9%
Seldom	26%
Never	48%
Don’t know or no answer	8%

Base: All participants who go online (1208)

Fieldwork dates: 15 July - 13 September 2024

Among those who use mobile data at home at least sometimes at their address, instead of a fixed connection, the primary reasons cited were poor reliability (29%) and poor speed (23%) of their fixed broadband connection, and convenience (21%) of the mobile broadband connection.

Figure 8. Reasons for using mobile data at their address, instead of a fixed connection (Participants could provide multiple responses)

DATA_BROAD2: Which of the following reasons, if any, best describes why you use your mobile phone data when you are at this address, instead of this address’ internet/fixed connection?

Poor reliability of internet / fixed connection at this address	29%
Poor / worse speed of internet / fixed connection at this address	23%
More convenient to use mobile data at this address	21%
Poor coverage of internet / fixed connection across rooms at this address	18%
Personal preference	17%
More data allowance than the internet plans at this address	9%
Cost savings – mobile data is cheaper than using the internet / fixed connection	5%
Other	10%
Not applicable / I do not use my mobile phone data when I am at this address	3%
Don’t know	3%
No answer	2%

Base: All participants who at least sometimes use their data and not home broadband at home (229)

Fieldwork dates: 15 July - 13 September 2024

3. Usage when out and about, travelling or in nature

3.1 When out and about

Almost six in ten (58%) of participants who go online using mobile data said they use mobile data at least once a day when out and about. Around a quarter (24%) said they use mobile data less than daily but at least once a week when out and about, while around one in six (16%) said they do so less than weekly or never.

Figure 9. Frequency of using mobile data when out and about

Q6: Thinking about going online when you are out and about (i.e. outside of this address), how often would you say you personally do this nowadays when connected to your mobile phone data only, i.e. using 4G or 5G connectivity?

More than 10 times a day	10%
5 – 10 times a day	15%
2-4 times a day	23%
Once a day	10%
Less than daily, but at least once a week	24%
Less than weekly, but at least once a month	6%
Less than once a month / never	10%
Don’t know / no answer	2%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July - 13 September 2024

Mobile data usage while out and about varied by age. Those aged 16-34 and 35-54 (73% both) were more likely than average to use mobile data to go online at least once a day (58% overall). Those aged 65-74 or 75 or over were more likely to do so less frequently (52% of those aged 65-74 and 64% of those aged 75 or over said they use mobile data less than daily when out and about, compared with 40% overall).

When out and about, about half of participants (53%) said they ‘always’, ‘almost always’ or ‘usually’ use mobile data instead of a fixed connection or public Wi-Fi. However, around one in five (22%) ‘seldom’ or ‘never’ use mobile data instead of a fixed connection or public Wi-Fi. Again, using mobile data instead of a fixed connection when out and about ‘always’, ‘almost always’ or ‘usually’ is higher among ages of 16-34 (62%) and 35-54 (63%)

Figure 10. Frequency of using mobile data when out and about, instead of a fixed connection/ public Wi-Fi

DATA_OUT1: Still thinking about when you are out and about, how often, if at all, would you say you personally connect to the internet using your mobile phone data, i.e. using 4G or 5G connectivity, instead of a fixed connection, for example, connecting to a public WiFi?

I always / almost always use my mobile phone data	29%
I usually use my mobile phone data	24%
I sometimes use my mobile phone data, sometimes use a fixed connection or public WiFi	22%
I seldom use my mobile phone data / I usually use a fixed connection or public WiFi	15%
I never use my mobile phone data / I always/almost always use a fixed connection or public WiFi	7%
Don’t know/no answer	3%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July - 13 September 2024

Similar to usage at home, the frequency of going online using mobile data when out and about appeared relatively stable over time, with 66%, 62%, and 56% reporting no change in the last six, twelve, and twenty-four months, respectively.

Figure 11. Change in frequency of mobile data use when out and about, compared to six, twelve and twenty-four months ago

Q7: And would you say that you personally go online using your mobile phone data only, i.e. using 4G or 5G connectivity, when you are out and about (i.e. outside of this address) more often or less often, or has there been no change compared to each of the following?

Timeframe	% More often	% No change	% Less often	% No answer	Total
Six months ago	19	66	6	8	99*
Twelve months ago	19	62	8	11	100
Twenty-four months ago	22	56	8	13	99*

Base: All participants who go online using mobile phone data (1025)

*Less than 100% due to rounding

Fieldwork dates: 15 July - 13 September 2024

3.2 When travelling locally or on longer journeys

When travelling locally, the most common uses of mobile data were communicating with family/friends (52%), using navigation apps (39%), and searching for information online (35%). The same activities were most prevalent for longer journeys as well (73%, 73% and 58% respectively).

Figure 12. Types of use of mobile data when travelling locally or on longer journeys (Participants could provide multiple responses)

INSERT FIGURE 12 IMAGE HERE

TRAVELLING1: Which of these methods, if any, do you personally use when travelling in each of the following ways?

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July - 13 September 2024

When travelling locally, a third (32%) reported using mobile data at least once a day, while this figure rose to just over half (46%) for longer journeys. However, around one in three said they use mobile data ‘less than monthly’ or ‘never’ when travelling locally (34%), while around one in six (16%) said so for longer journeys).

Figure 13. Frequency of use of mobile data when travelling locally or on longer journeys

TRAVELLING2: How often, if at all, would you say you personally go online using your mobile phone data only when travelling in each of the following ways?

	% More than 10 times a day	% 5 - 10 times a day	% 2 - 4 times a day	% Once a day	% Less than daily but at least once a week	% Less than weekly but at least once a month	% Less than once a month or never	Don’t know or no answer	Total
When travelling locally	4	5	13	11	19	7	34	8	101*
When travelling on longer journeys (outside this local area)	10	12	17	8	21	12	16	4	100

*Figure more than 100% due to rounding

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Daily use of mobile data when travelling locally or on longer journeys was higher among younger age groups, and lower with older age groups:

• those aged 25-34 (51% when travelling locally, 58% on longer journeys), 35-44 (47% and 65% respectively) and 45-54 (43% and 56%) were more likely to use mobile data daily compared with the average (32% when travelling locally, 46% on longer journeys)

• those aged 65-74 (45% when travelling locally, 22% on longer journeys) and 75 or over (51% and 34% and respectively) were more likely to use mobile data ‘less than once a month’ or ‘never’ compared with the average (34% when travelling locally, 16% on longer journeys)

3.3 In nature

While in nature, participants said they use mobile data primarily for communicating with family or friends to stay in touch or to facilitate meeting up (54%), using navigation apps, such as Google Maps (45%), and searching online for information, e.g. about the area (40%).

Figure 14. Types of use of mobile data when in nature (Participants could provide multiple responses) NATURE1: Which of these methods, if any, do you personally use when in nature, for walking, hiking or other recreational activities?

Communicating with family or friends	54%
Using navigation apps such as Google Maps	45%
Searching online for information	40%
Using Ordnance Survey maps or other hiking apps	29%
Using apps related to nature	17%
Checking public transport schedules	14%
Other	3%
None of these	21%
Don’t know	3%
No answer	Less than 1%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

4. Types of use

4.1 For work purposes

Nearly a third (31%) of those who use mobile data said they do so at least once a day to help them with work (in general, including any work-related activities, e.g. finding a job). This figure increased to 46% for those who were in work (i.e., in paid employment or self employed, working part or full time) during the survey period.

Figure 15. Frequency of mobile data use for work purposes

FREQ_DATA.1: How often, if at all, would you say you personally go online using your mobile phone data only (i.e. using 4G or 5G connectivity) in each of the following ways? To help you with work

More than 10 times a day	7%
5-10 times a day	5%
2-4 times a day	12%
Once a day	7%
Less than daily but at least once a week	16%
Less than weekly but at least once a month	4%
Less than once a month / never	44%
Don’t know / no answer	5%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Daily mobile data usage to help with work (31% overall) was higher among:

• those aged 25-34 (44%), 35-44 (52%) and 45-54 (44%)

• those in Northern Ireland (46%)

• those with higher household incomes of £60,000 or more per year (41%)

The most common uses of mobile data cited for work purposes were checking/sending emails (48% overall; 68% among those in work), researching online (42% overall; 59% among those in work), and checking/sending instant messages (38% overall; 57% among those in work).

Figure 16. Types of mobile data use for work purposes (Participants could provide multiple responses)

Q9: Which of these methods, if any, have you personally used to help you with work in the past month?

Checking or sending emails	48%
Searching the internet	42%
Checking or sending instant messages for work	38%
Making phone calls online	20%
Travelling for work purposes	15%
Inputting or sending data or photos	14%
Connecting remotely to a network	14%
Using social media for work purposes	13%
Having conference calls or meetings online	12%
Using work-related applications for work	11%
Accessing work safety information or protocols	5%
Other	3%
None of these	13%
Not applicable / I am not currently employed	26%
Don’t know	1%
No answer	1%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

4.2 For research, study, or learning purposes

Just over a quarter (27%) of those who use mobile data said they do so at least once a day to help them with researching, studying, or learning how to do something. One in five (20%) reported they do so less than weekly but at least once a month, while four in ten (40%) said they use mobile data for this purpose ‘less than once a month’ or ‘never’.

Figure 17. Frequency of mobile data use for education purposes

FREQ_DATA.2: How often, if at all, would you say you personally go online using your mobile phone data only (i.e. using 4G or 5G connectivity) in each of the following ways? To help you with researching, studying or learning how to do something

More than 10 times a day	3%
5-10 times a day	4%
2-4 times a day	11%
Once a day	9%
Less than daily but at least once a week	20%
Less than weekly but at least once a month	8%
Less than once a month / never	40%
Don’t know / no answer	6%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Daily mobile data usage to help with researching, studying or learning was higher among those aged 25-34 (49%) and 35-44 (43%) compared with 27% overall. Those aged 65-74 (50%) or 75 or over (58%) were more likely to use mobile data ‘less than monthly’ or ‘never’ for this purpose (40% on average).

Those in Northern Ireland were more likely to use mobile data to help with researching, studying or learning at least once a day (39% compared with 27% overall), while those in Scotland were more likely to do so ‘less than monthly’ or ‘never’ (49% compared with 40% overall).

The most common use of mobile data for education and research were investigating topics of personal interest (44%), learning how to do something by watching a ‘how to’ video (34%), and doing own studies using online resources (20%). However, over a third (35%) say they do not use mobile data for education and research.

Figure 18. Types of mobile data use for education purposes (Participants could provide multiple responses)

Q11: Which of these methods, if any, have you personally used to help you with researching, studying or learning how to do something?

Investigating topics of personal interest	44%
Learning how to do something by watching a video	34%
Doing own studies using online resources	20%
Studying online for a professional qualification or upskilling	14%
Helping children or others with their studies	11%
Taking part in online training	11%
Other	2%
None of these	35%
Don’t know	2%
No answer	1%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

4.3 Managing day-to-day life using mobile data

Almost half of those who use mobile data (47%) said they manage their day-to-day life as much as they can or mostly online, while just under a third (29%) said they do as much as they can offline or mostly offline.

Figure 19. Managing day-to-day life

Q13: When it comes to managing day-to-day life, for example banking, paying bills, everyday shopping, selling things and running a household, many tasks can now be done online using the internet, or offline for instance over the phone, in person, or by post. Which of these best describes how you personally do these things using your mobile phone data only (i.e. using 4G or 5G connectivity)?

I manage as much as I can of my day-to-day life online	28
I manage my day-to-day life mostly online but also do some things offline	20
I manage my day-to-day life equally online and offline	15
I manage my day-to-day life mostly offline but do somethings online	17
I manage my day-to-day life offline	11%
Don’t know / no answer	9%

Base: All participants who go online using mobile phone data (1025)                                                                                 

Fieldwork dates: 15 July – 13 September 2024

There was variation by age. Those aged 25-34 (66%), 35-44 (58%) and 45-54 (56%) were more likely to manage their day-to-day life mostly online (47% overall). Those aged 75 or over were more likely to do so mostly offline (49% compared with 29% overall).

In the past month, the most frequent online activities using mobile data included using communication or instant message services (61%), location or navigation apps (60%), and online banking (57%).

Figure 20. Types of mobile data use in the past month (Participants could provide multiple responses)

Q14: Which of these, if any, have you done at least once online in the past month?

Used communication or instant message services	61%
Used a location or navigation app	60%
Used online banking	57%
Looked online for information	54%
Used social media	46%
Listened to music, podcasts, or audiobooks	37%
Found online information that helped you understand or improve your health	31%
Streamed or watched content	27%
Visited a price comparison website	25%
Read an e-book, an online news article, or blog	25%
Ordered a prescription online	23%
Booked a medical appointment with your GP online	18%
Completed a government submission	17%
Played a game online	17%
Publicly announced a personal event on social media	12%
Looked online for information to help find a new job	11%
Paid a local council tax, fine (such as parking fines), rent, or service	9%
Visited betting or gambling websites, or entered sweepstakes	6%
Looked at ‘adult’ site with sexual content	4%
Other	2%
None of these	13%
Prefer not to say	1%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

One in six (17%) said they mobile data at least once a day to access or monitor health data. However, just over half said they use it for this purpose ‘less than once a month’ or ‘never’ (52%).

Figure 21. Frequency of mobile data use for health monitoring purposes

FREQ_DATA.3: How often, if at all, would you say you personally go online using your mobile phone data only (i.e. using 4G or 5G connectivity) in each of the following ways? To access or monitor health data. By ‘health data’, we mean information related to your physical or mental health, such as your medical records, fitness activity, sleep patterns, heart rate or mood, using mobile phone applications, smart watches or fitness trackers (e.g. Fitbit)

More than 10 times a day	2%
5-10 times a day	2%
2-4 times a day	5%
Once a day	8%
Less than daily but at least once a week	16%
Less than weekly but at least once a month	9%
Less than once a month / never	52%
Don’t know / no answer	5%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

For safety and security, the most common uses of mobile data were communicating with family or friends (43%), using personal location trackers (20%), and using video doorbells (13%).

Figure 22. Types of mobile data use for safety and security (Participants could provide multiple responses)

SAFETY1: Which of these methods, if any, do you personally use for safety or security?

Staying in touch with family or friends	43%
Sharing locations with trusted contacts	20%
Using video doorbells	13%
Using smart security systems remotely	13%
Using apps or devices with emergency alarm features	3%
Using other smart security systems	3%
Other	1%
None of these	38%
Don’t know	2%
No answer	1%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

5. Satisfaction

This section details the level of satisfaction participants have with their mobile phone internet connection overall and in relation to the self-reported reliability, speed, coverage and affordability, and what they prioritise in their purchasing decisions.

Participants were asked to rate their mobile phone internet connection. Almost two-thirds (58%) considered it to be good with 12% of them stating that it was ‘very’ good. A further 39% considered it to be poor, with 15% stating that it was very poor.

Those who go online using their mobile phone frequently (at least once a day) are more likely to rate their mobile phone internet connection as good (61%) than those who do so weekly or monthly (51%).

At a country level, ratings are significantly more positive in Scotland (67% state good) compared to the total (58%). Conversely in England significantly more participants consider their mobile phone internet connection to be poor (42% vs. 39% overall). There are no significant differences in perception by household income.

Figure 23. Overall rating of mobile phone internet connection

Q16: Overall, how would you rate your mobile phone internet connection?

Very good	12%
Fairly good	46%
Fairly poor	24%
Very poor	15%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Participants were asked to consider various aspects of their mobile internet connection at their address. Opinion was broadly split between those who considered it good and poor. Whilst slightly more residents considered value for money and speed of their mobile internet connection to be good (53% and 46% respectively), the balance tipped when asked about reliability and coverage towards the negative, with more residents stating that the reliability was poor (51%) and 55% considered the coverage to be poor.

Once again, those who go online via their mobile at least once a day are significantly less likely to say that each aspect of the service was poor compared to those who use the service weekly or monthly. It is also the case that those with the largest household income (£60,000+ per year) are more likely to state that speed (56%), reliability (59%) and coverage (65%) are poor when compared to participants from lower household incomes.

Interestingly, there were no statistically significant differences by income when considering value for money. Households containing at least three people were also more likely to say that speed, reliability value for money and coverage were poor.

Perceptions differed by country. Once again, participants in England were significantly more negative, particularly in relation to speed (51% consider it to be poor vs. 48% overall), reliability (54% vs. 51%) and coverage (58% vs. 55%). Participants in Scotland and Northern Ireland were significantly more positive in relation to speed (54% and 56% respectively said it was good vs. 46% overall) and participants in Wales were more likely than others to say that the service was good value for money (61% vs. 53% overall).

5.1 Figure 24. Rating of aspects of the mobile internet connection at the address

Q15A: Thinking about when you are at this address how would you rate the following aspects of your mobile phone internet connection (that is when using your mobile phone data, using 4G or 5G connectivity)?

Category	% Very good	% Fairly good	% Fairly poor	% Very poor	% Don’t know or no answer	Total
The value for money of your mobile internet connection	15	38	18	18	11	100
The speed of your mobile internet connection	13	33	17	31	7	101*
The reliability of your mobile internet connection	12	32	21	30	5	100
The coverage and availability of your mobile internet connection	12	28	22	33	5	100

*Figure more than 100% due to rounding

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Residents’ perceptions of aspects of their mobile internet connection were more positive outside of their home with almost two-thirds stating that value for money, speed and reliability were good (64%). A further 56% believed the coverage and availability of their mobile internet connection to be good.

There are fewer differences in perceptions by sub-groups, although as previously, frequent users are significantly more positive than those who use the internet weekly or once a month.

Figure 25. Rating of aspects of the mobile internet connection when out and about

Q15B: Thinking about when you are out and about, how would you rate the following aspects of your mobile phone internet connection (that is when using the network via your mobile phone service provider)?

Category	% Very good	% Fairly good	% Fairly poor	% Very poor	% Don’t know or no answer	Total
The value for money of your mobile internet connection	16	48	17	7	11	99*
The speed of your mobile internet connection	14	51	19	8	8	100
The reliability of your mobile internet connection	13	51	22	9	6	101*
The coverage and availability of your mobile internet connection	12	44	23	15	6	100

Base: All participants who go online using mobile phone data (1025)

**Figure more or less than 100% due to rounding

Fieldwork dates: 15 July – 13 September 2024

When asked to consider the importance of the various aspects of their mobile internet connection, the vast majority considered all of them to be important. However, the coverage and availability as well as the reliability of their mobile internet connection were considered essential by 35% and 32% of residents respectively. These are also the two aspects rated least positively both at the address and when out and about.

There are some groups of participants who place more importance on specific aspects of service than others. For example, speed is considered significantly more important for those who have at least three people in the household: households with 3 or more adults (59%) or 2+ children (67%) say it is essential/very important compared to 52% overall.

Those households with children also place greater importance on value for money (78%) compared to those with no children in the household (63%). Participants within the highest income bracket (£60,000 per year) consider reliability (80%) and coverage (86%) to be a greater priority when compared to the sample overall (74% and 78% respectively).

Figure 26. Importance of aspects of their mobile internet connection

Q17: How important, if at all, would you say the following are to you at the moment?

Category	% Essential	% Very important	% Fairly important	% Not very important	% Not at all important	% Don’t know or no answer	Total
The coverage and availability of your mobile internet connection	35	43	16	2	1	3	100
The reliability of your mobile internet connection	32	42	18	3	2	3	100
The value for money of your mobile internet connection	22	44	26	3	1	4	100
The speed of your mobile internet connection	17	35	32	10	3	3	100

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

Almost half of residents believed that they had the best mobile phone coverage available in their area (47%), a further 25% believed that there was better coverage available but not at their address and a similar proportion 28% didn’t know either way.

Figure 27. Connection compared to coverage in the area

Q19B: Which of the following statements best describes your mobile phone internet connection?

I have the connection with the best coverage available to me	47%
I know there are other connections with better coverage available in this local area but I/we don’t have this at this address	25%
Don’t know / no answer	28%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

The key reasons for selecting one provider over another is value for money (54%) and coverage (48%). Followed by the provider being well known (24%) and the amount of data included in the plan (22%).

Reasons for selecting one provider over another vary dependent upon the participant profile. For example, younger age groups (16–34 years) are significantly more likely to say that the following were a key driver for their decision:

• the cost – with 70% of them saying so compared to 55% of those aged 35-54 years, and 52% of those aged 55+ years old

• a promotion or discount – with 20% of them saying so compared to 11% of those aged 35-54 years and 6% of those aged 55+

• the amount of data included in the plan – with 38% of them saying so compared to 27% of 35-54 years old and 18% of those aged 55+ years

Those participants living in a fully rural area were more likely than those living in a semi-rural area to pick the provider which offers the best coverage in the area (51% vs. 44% semi-rural) or to state that it was the only provider in the area (10% vs. 4% semi-rural). This reason was also cited by significantly more participants in Scotland than elsewhere (16% stated that it was the only provider available vs. 8% overall).

There are no statistically significant differences in motivations by frequency of use.

Figure 28. Reasons for choosing a certain provider (Participants could provide multiple responses)

PROVIDER1: Thinking about your current mobile phone data provider, what are the reasons you chose this provider?

Cost / value for money	54%
Offers best coverage in the area	48%
Well-known provider	24%
Amount of data included in the plan	22%
Good customer service	14%
Service offer unrelated to data	12%
Promotion / discount	9%
It is the only provider in the area	8%
I have used this provider for a long time	2%
No reason provided but were negative about current provider / coverage	1%
Work / company phone	1%
Someone else set it up for me / I have a joint account	Less than 1%
WiFi / internet calling	Less than 1%
Pay-as-you-go / no contract	Less than 1%
Old provider merged with current provider	Less than 1%
It was recommended to me	Less than 1%
Other	Less than 1%
None of these	2%
Don’t know	2%

Base: All participants who go online using mobile phone data (1025)

Fieldwork dates: 15 July – 13 September 2024

6. Wellbeing

This section explores the wellbeing of participants, including their satisfaction with life, feelings of worthwhileness and happiness as well as levels of anxiety, based on the Office for National Statistics wellbeing measures. It also examines experiences with loneliness and participants’ attitudes towards being online.

6.1 Wellbeing

Overall, participants reported high levels of life satisfaction, with 76% giving a 6-10 score on a 0-10 scale, where 0 was ‘not at all’ and 10 was ‘completely’. A similar proportion felt that the things they do in life are worthwhile, with 81% of participants giving a 6-10 score on the same 0-10 scale. The majority (76%) rated their happiness the day before the survey with a 6-10 score, while 61% reported low levels of anxiety the day before the survey, giving a 0-4 score.

Figure 29. Satisfaction with life, feeling things in life are worthwhile, feeling happy and feeling anxious

WELL1; WELL2; WELL3; WELL4: For question wording see chart above

Category	Not at all (0–2)	Low (3–4)	Moderate (5–6)	High (7–8)	Completely (9–10)	No answer	Total
Overall, how satisfied are you with your life nowadays?	5	11	24	39	17	4	100
Overall, to what extent do you feel the things you do in your life are worthwhile?	3	9	20	41	23	4	100
Overall, how happy did you feel yesterday?	5	11	24	39	17	4	100
Overall, how anxious did you feel yesterday?	48	13	16	12	4	7	100

Base: All participants (1285)

Fieldwork dates: 15 July – 13 September 2024

Significant differences were observed by gender, age, and household income across wellbeing measures.

Those aged 65-74 were more likely to give higher scores about their wellbeing. For instance, 88% gave a 6-10 score that the things they do are worthwhile (against 81% overall), 83% gave a similar score for how satisfied they are with their life (against 76% overall), and 81% did so for how happy they felt they day before (against 76% overall).

Those aged 25-34 and 35-44 were more likely to give lower scores (0-4) for feeling the things they do in life are worthwhile (11% and 9% respectively, against 5% overall), and for how happy they felt the day before (15% and 14%, against 9% overall). Meanwhile, they were also more likely to give a higher (6-10) score for how anxious they felt (43% and 33%, against 22% overall).

Women were more likely to give a 6-10 score for how satisfied they are with their life, and for how happy they felt the day before (79% against 76% overall for both). However, they were also more likely to give a 6-10 score for how anxious they felt the day before (24% against 22% overall).

Those with lower household incomes were more likely to give a lower (0-4) score for how satisfied they are with their life (12% against 7% overall), how happy they felt (13% against 9% overall), and feeling the things they do in life are worthwhile (11% against 5% overall). They were also more likely to give a higher (6-10) score for how anxious they felt the day before (26% against 22% overall).

Men (65%), those aged 55 or over (68%), as well as those with medium or higher household incomes (67% both) were more likely to give a lower score (0-4) for how anxious they felt the day before the survey (61% overall).

Around six in ten participants (59%) said they ‘hardly ever’ or ‘never’ feel lonely, with 32% reporting they ‘hardly ever’ feel lonely and 28% stating they ‘never’ feel lonely. However, a notable proportion (16%) said they experience loneliness at least some of the time.

Figure 30. Frequency of feeling lonely

LONELY: How often do you feel lonely?

Often / always	4%
Some of the time	12%
Occasionally	19%
Hardly ever	32%
Never	28%
Rather not say	2%
Don’t know / no answer	3 %

Base: All participants (1285)

Fieldwork dates: 15 July – 13 September 2024

Again, there was variation by age, gender and household income. Those aged 25-34 (26%), women (19%) and those with lower household income (26%) were more likely to say they feel lonely ‘at least some of the time’ (compared with 16% on average). In contrast, those aged 65-74 (70%) or 75 or over (66%), men (68%) and those with medium (65%) and higher household incomes (69%) were more likely to say they ‘hardly ever’ or ‘never’ feel lonely (compared with 59% on average).

7. Attitudes to being online

Participants generally held positive attitudes towards being online. Most agreed that being online makes life easier (84%) and helps them save time (82%), while a relatively smaller proportion (74%) said they cannot imagine life without going online. Comparatively fewer, although still considerable proportions, agreed that they are constantly looking at screens (57%), that they find it hard to switch off due to technology (40%), or that they feel addicted to being online (25%).

Figure 31. Attitudes to being online

Q8: To what extent do you agree or disagree with the following …?

Category	% Strongly agree	% Tend to agree	% Neither / nor	% Tend to disagree	% Strongly disagree	% Don’t know or no answer	Total
Being able to do things online makes life easier	55	29	8	4	1	2	99*
Doing things online helps me save time	51	31	10	4	1	3	100
I cannot imagine life without going online	46	29	13	6	5	2	101*
I am constantly looking at screens these days	24	33	18	14	8	3	100
Technology means that I find it harder to switch off	12	28	25	21	12	3	101*
I feel addicted to going online	6	19	21	21	31	3	101*

Base: All participants who go online (1208)

*Figure more or less than 100% due to rounding

Fieldwork dates: 15 July – 13 September 2024

Among those who never go online using mobile data, a significant proportion (37%) expressed a desire to go online in the future. One in three (33%) believed they could perform better in daily tasks if they were online, while a similar proportion (32%) feel they miss out by not being online. A relatively smaller proportion (28%) said they sometimes feel left out by not interacting with online public services, or when friends talk about being online (17%). However, a notable minority (16%) feel they are better off not going online.

Figure 32. Attitudes to being online among those who never go online using mobile data

Q27: To what extent do you agree or disagree with the following …?

	Strongly agree	Tend to agree	Neither agree nor disagree	Tend to disagree	Strongly disagree	Don’t know / no answer	Total
I would like to go online in the future	20	17	37	4	4	18	100
I could perform better in my daily tasks if I could go online	18	14	23	14	15	16	100
I miss out by not going online	11	21	26	11	18	14	101*
I sometimes feel left out by not being able to interact with online public services	14	15	28	10	18	15	100
I am better off not going online	7	10	36	9	22	16	100
I sometimes feel left out when my friends talk about being online	7	10	22	15	33	14	101*

Base: All participants who never go on the internet using mobile data (184)

*Figure more than 100% due to rounding

Fieldwork dates: 15 July – 13 September 2024

8. Expenditure

This section explores expenditure, specifically participants current mobile phone package and whether there is a willingness to pay additional money for an improved mobile phone service.

8.1 Current expenditure (general)

In total 78% of those who use their mobile phone to go online have a monthly contract. Almost half of those (46%) have at least 5GB, with most (32%) having more than 10GB or unlimited GB per month.

Figure 33. Amount of contract data

QW2: How much data is included in your monthly contract?

No mobile broadband data	1%
Less than 1GB per month	2%
1 to 3GB per month	16%
4 to 5GB per month	14%
5 to 10GV per month	14%
More than 10GB or unlimited GB per month	32%
Don’t know / no answer	21%

Base: All participants with pay monthly contract (1002)

Fieldwork dates: 15 July – 13 September 2024

Broadly three in ten residents who go online using their mobile phone pay up to £10 (29%) or between £10.01 and £20.00 per month on average for their mobile phone service.

Participants living in fully rural areas are significantly more likely than those in semi-rural areas to pay up to £10 (31% vs. 25% in semi-rural areas). Generally, the greater the household income the more expensive the package. For example, 34% of those with a household income of less than £25,000 pay up to £10 per month compared to 18% of those with a household income of £60,000+. Conversely, those in the highest income bracket are more likely to pay over £50 per month (11% compared to 7% of those on the lowest income).

Figure 34. Average monthly phone bill

QW3: How much is your average personal monthly phone bill?

Up to £10 per month	29%
£10.01 - £20 per month	28%
£20.01 - £30 per month	16%
£30.01 - £50 per month	13%
Over £50 per month	7%
Don’t know / no answer	7%

Base: All participants with mobile (1179)

Fieldwork dates: 15 July – 13 September 2024

8.2 Current expenditure (among businesses)

In total, 184 participants in the survey stated that they run a business from their address (including responses from the business sample and residents that stated they run a business from their address). Of those business owners, one third (33%) provide their employees with mobile phones, a further 13% were unable to answer the question.

Figure 35. Percentage of employees who have mobile phones provided by the business

QW7: Approximately what percentage of employees in your company have mobile phones provided by the business or use their own phone for work related business where the cost is reimbursed by the company?

0%	54%
1-25%	14%
26-50%	2%
51-75%	0%
76-100%	18%
Don’t know	13%

Base: All participants who run a business from this address (184)

Fieldwork dates: 15 July – 13 September 2024

Findings from the next two questions should be interpreted with caution due to a small base size. Of the 61 business owners who supply their employees with mobile phones, the majority state that their employees work mostly or entirely from their premises, or they are based there and frequently travel., Just under a quarter (23%) work from their premises full time, and a further 23% state that their employees work mostly offsite.

Figure 36. Location of employees

QW8: For employees for whom the business provides or contributes towards a mobile phone, which of these best describes where they work?

Employees mostly work from your business premises, but occasionally travel	26%
Employees work entirely at your business premises	23%
Employees mostly work offsite	23%
Employees are based at your premises and frequently travel	7%
Other	18%
Don’t know	3%

Base: All participants where employees have mobile phones provided (61*): Caution: * small base

Fieldwork dates: 15 July – 13 September 2024

Most employers spend between £10.01 and £50.00 on mobile phones/mobile data access per month (41%). A fifth (21%) spend between £50.01 and £100.00.

Figure 37. Mobile phone/data expenditure

QW9: How much do you spend in total across all employees on mobile phones / mobile data access per month?

Up to £10	11%
£10.01 - £50	41%
£50.01 - £100	21%
£100.01 - £200	5%
£200.01+	5%
Don’t know	16%

Base: All participants where employees have mobile phones provided (61*): Caution: * small base

Fieldwork dates: 15 July – 13 September 2024

All participants who run a business were asked to what extent being in or near an area without mobile phone reception/mobile broadband affected them or their business. Two-thirds of participants believed that effective communication was negatively impacted (63%) and broadly half felt that flexible decision making (47%), working from home (52%), the ability to build contact with potential customers, employers or recruits (49%) and business productivity (48%) was negatively affected. Nearly one in four believed there was a negative impact on business turnover (36%) and profit (38%), although a higher proportion thought there was no impact at all (47% and 45% respectively).

It is the case that those participants who run a business from their address and have a household income of under £25,000 a year are significantly more likely to say that they are negatively impacted when it comes to being able to effectively communicate with family, friends, businesses, public services or colleagues (74% compared to 52% of those with a household income of £25,000 - £59,999 and 69% of those with a household income of more than £60,000 per year).

Figure 38. The impact of being in/near an area with no mobile phone reception, among businesses

QW10. How much does being located in or near an area without mobile phone reception / mobile broadband affect you or your business in the following ways?

Category	% Negative	% No impact	% Not aware	% No answer	Total
Effectively communicate with family / friends / businesses / public services / colleagues	63	27	10	1	101*
Working from home	52	38	9	2	101*
Ability to build contact with potential customers / employers / recruits	49	36	11	4	100
Business productivity	48	39	10	3	100
Flexible decision making (eg. response to offers / markets in a short period of time )	47	39	10	3	99*
Ability to identify business opportunities	42	41	13	4	100
Business profit	38	45	14	3	100
Business turnover	36	47	14	3	100

Base: All participants who run a business from this address (184)

*Figure more or less than 100% due to rounding

Fieldwork dates: 15 July – 13 September 2024

Business owners were asked to put a monetary value on the negative impact of having poor mobile connectivity or mobile phone reception. In total, 26% stated that there was no associated cost, however 22% estimated that the cost was less than £100 per month and a further 13% stated that it was between £100 and £250 per month. One in ten business owners believed the cost to be between £251 and £1,000 per month.

Figure 39. Cost of having poor mobile connectivity to the business per month

QW11: Thinking about costs, if you had to estimate the total cost to your business of having poor mobile connectivity or mobile phone reception in your local area, how much would you estimate it costs your business monthly?

No cost	26%
Less than £100 per month	22%
£100 - £250 per month	13%
£251 - £500 per month	5%
£501 - £1000 per month	5%
£1001 - £5000 per month	4%
£5001 - £10,000 per month	0%
£10,001 - £25,000 per month	0%
£25,001 - £50,000 per month	0%
More than £50,000 per month	1%
Don’t know / no answer	26%

Base: All participants who run a business from this address (184)

Fieldwork dates: 15 July – 13 September 2024

9. Willingness to pay

To determine whether participants would be willing to pay for improved mobile phone coverage they were presented with two hypothetical scenarios (Option A and Option B). Option A asked them to consider a situation where there was 4G mobile phone coverage in their local area, that enabled them to make and receive calls, texts and access the internet anywhere in the local area. Option B was a situation where there was only 2G/3G signal available with no internet connection. This resulted in parts of the local area having weak or occasional loss of signal and a need to travel 0.5 miles to access signal.

The approach used to determine willingness to pay followed the methodology used in a 2014 BDUK study – however some modifications were made to the scenarios based on the prevailing technologies available and the prices paid for mobile broadband services compared to 2014. These changes in underlying technologies available (for example wider availability of fixed broadband connections with high download speeds) mean that comparisons with the results of the 2014 study should be made with caution.

In total, 39% of participants stated that they would be prepared to pay an additional monthly fee to have the mobile phone/mobile broadband service described in Option A, 27% stated ‘maybe’ and one third (33%) stated that they would not be prepared to pay more, even if only a very small amount.

Participants who would in theory be willing to pay more for an optimum service include:

• men (42% vs. 37% women)

• those aged 35 – 44 years (50% vs. 39% overall)

• those living in a fully rural area (41% vs. 32% semi-rural location)

• those in the higher income brackets (57% £60k+, 44% £25k–50k and 30% less than £25k)

• those with 2+ children (48% vs. 39% overall)

Figure 40. Willingness to pay more for Option A – among residents (who either work and reside at the address, or do not run a business) QW13: Would you be prepared to pay an additional monthly fee, even if only a very small amount, to have the mobile phone / mobile broadband services of Option A rather than the mobile phone / mobile broadband services described in Option B?

Yes	39%
Maybe	27%
No	33%
No answer	1%

Base: All participants who either work and reside at this address or do not run a business at this address (1215)

Fieldwork dates: 15 July – 13 September 2024

Looking specifically at those who run a business from their address, the results are very similar with almost equal proportions stating that they would be prepared to pay more (32%), that they would consider it (33%) or that they would not be prepared to pay a monthly fee (34%).

Figure 41. Willingness to pay more for Option A – among business owners

QW12/QW14: Would you be prepared to pay an additional monthly fee, even if only a very small amount, to have the mobile phone / mobile broadband services of Option A rather than the mobile phone / mobile broadband services described in Option B?

Yes	32%
Maybe	33%
No	34%
No answer	1%

Base: All participants who run a business from this address (182)

Fieldwork dates: 15 July – 13 September 2024

Those who run a business from their premises and stated that they would or may, pay more for the service described in Option A were asked to consider how much they would pay in addition to their current monthly mobile phone payment. Whilst 8% stated that they would not pay more, half the participants stated that they would be willing to pay between £0.05 and £5 and a further 18% would spend between £6 and £10. The average was £9.23.

Figure 42. What amount would you be willing to pay? – among business owners who said ‘yes’ or ‘maybe’ in willing to pay more for Option A

QW12A/QW14A: What is the maximum you would be willing to pay per month, in terms of a payment in addition to your current monthly mobile phone payment, to have the mobile phone services described in Option A rather than the services described in Option B?

£0	8%
£0.05 - £5	50%
£6 - £10	18%
£11 - £15	0%
£16 – £20	2%
£21 - £25	2%
£26 - £30	2%
£31 - £35	0%
£36 - £40	0%
£41 - £45	1%
£46 - £50	2%
£60 - £150	2%
Other amount	2%
Prefer not to say / no answer	12%

Base: All participants who said yes or maybe at QW12 or QW14 (119)

Fieldwork dates: 15 July – 13 September 2024

When looking at the whole sample (i.e. including residents), the proportions are similar (7%) stated that they would not pay more, but two-thirds of the sample (66%) said they would be willing to pay between £0.05 and £5, bringing the average acceptable additional charge down to £5.40, although this increases to £7.38 among those who have a household income of £60,000 or more per year.

Figure 43. What amount would you be willing to pay? – among residents (who either work and reside at the address, or do not run a business) who said ‘yes’ or ‘maybe’ in willing to pay more for Option A

QW13A: What is the maximum you would be willing to pay per month, in terms of a payment in addition to your current monthly mobile phone payment, to have the mobile phone services described in Option A rather than the services described in Option B?

£0	7%
£0.05 - £5	66%
£6 - £10	10%
£11 - £15	0%
£16 – £20	3%
£21 - £25	1%
£26 - £30	1%
£31 - £35	0%
£36 - £40	0%
£41 - £45	0%
£46 - £50	1%
£60 - £150	1%
Other amount	0%
Prefer not to say / no answer	11%

Base: All participants who said yes or maybe at QW13 (799)

Fieldwork dates: 15 July – 13 September 2024

Those who stated that they may pay an additional fee were asked why they made this choice rather than stating yes or no. For most, there is a hesitancy about the cost – 35% stated that they don’t want to pay for these services, 8% say that it would depend on the cost, 4% believe it should be free or that there should be equal access and 1% stated that they cannot afford an additional associated cost. A fifth of participants (20%) stated that it was too difficult to make the choice between the two options and 10% believed the choices to be unrealistic.

Figure 44. Reasons for saying ‘maybe’ (Participants could provide multiple responses)

QW15: We note that you have chosen ‘maybe’ when considering whether you would pay an additional fee. Why did you make this choice?

I don’t want to pay for these services	35%
It’s too difficult to make the choices	20%
The choices presented were not realistic	10%
Happy with current arrangements / I use WiFi at home	8%
It would depend on the cost	8%
Not enough information provided to make a decision	6%
I can’t understand the choice questions	6%
I don’t need to use a mobile phone	5%
I don’t want to pay for these services – should be free / equal access	4%
I don’t have a mobile phone so they don’t make sense	2%
I am budgeting / cannot afford additional fees	1%
Another reason	3%

Base: All participants who said maybe when considering whether they would pay an additional fee (selecting ‘maybe’ at QW12, QW13 or QW14) (341)

Fieldwork dates: 15 July – 13 September 2024

When asked directly, the vast majority of participants (92%) stated that they were able to understand the features of the two options presented and 83% believed that making the choice was an easy task. When asked directly, 80% considered the features of the two options presented to be realistic. Of the 229 participants who felt that the features were unrealistic, 26% stated that it was a better signal which felt unrealistic and a further 15% stated that they should not have to/did not want to pay.

Figure 45. Features that were considered to be unrealistic (open-ended)

QW19: What about the features did you consider to be unrealistic?

Poor signal / coverage / internet due to location	26%
Would not want to / should not have to pay	15%
I’m happy with my signal / coverage / internet as it is	7%
I didn’t understand the question / can’t remember the options	5%
Poor signal / coverage / internet due to geography	5%
Lack of investment in technology / infrastructure	4%
Options are too black and white / do not allow for middling coverage	4%
Having to walk / travel to get signal / coverage	4%
Everyone should have equal access to better signal / coverage / internet	3%
The options are unrealistic	3%
Would not want more masts / increased environmental impact	2%
I rely more on the internet / WiFi	2%
I have good broadband connectivity at home / do not need mobile connectivity	Less than 1%
Other	7%
None	1%
Don’t know / no answer	27%

Base: All participants who found features of the two options presented to be unrealistic (229)

Fieldwork dates: 15 July – 13 September 2024

Participants were asked which factors they considered when deciding whether they would or would not be willing to pay an additional amount for an improved mobile service. For those who said they would, the key factor was mobile phone/broadband signal, followed by quality of service. For those who said they would not be willing to pay, the key factor was cost.

Figure 46. Key factors in decision making by willingness to pay – among residents (who either work and reside at the address, or do not run a business) (Participants could provide multiple responses)

QW20: Which of the factors below did you consider when making the choice?

By QW13: Would you be prepared to pay an additional monthly fee, even if only a very small amount, to have the mobile phone / mobile broadband services of Option A rather than the mobile phone / mobile broadband services described in Option B?

% Mobile phone / Mobile broadband coverage

Yes	86
Maybe	67
No	48

% Quality of service

Yes	60
Maybe	45
No	30

%Mobile phone / mobile broadband service

Yes	49
Maybe	37
No	20

%Cost

Yes	42
Maybe	56
No	59

Base: All participants who either work and reside at this address or do not run a business at this address (1215): Yes (474); Maybe (325); No (404).

Fieldwork dates: 15 July – 13 September 2024

Figure 47. Key factors in decision making by willingness to pay – among businesses (Participants could provide multiple responses)

QW20: Which of the factors below did you consider when making the choice?

By QW12/QW14: Would you be prepared to pay an additional monthly fee, even if only a very small amount, to have the mobile phone / mobile broadband services of Option A rather than the mobile phone / mobile broadband services described in Option B?

% Mobile phone / mobile broadband signal

Yes	88
Maybe	75
No	55

%Quality of service

Yes	64
Maybe	60
No	39

% Mobile phone / mobile broadband service

Yes	58
Maybe	48
No	21

%Cost

Yes	41
Maybe	65
No	66

Base: All participants who run a business from this address (182): Yes (59); Maybe (60); No (62).

Fieldwork dates: 15 July – 13 September 2024

10. Annex

The Annex covers contact procedures, response rates and socio-demographic profile.

10.1 Contact procedures

All selected addresses were sent an invitation letter containing the following information:

• a brief description of the survey and who conducting the research (branded as being from Ipsos on behalf of DSIT)

• what was involved if residents or businesses chose to take part

• an explanation that participants would receive a £10 shopping voucher

• information on Building Digital UK and DSIT web pages and links to Ipsos and BDUK’s privacy notices

• information about how to contact Ipsos in case of any queries (email, freephone number and FAQ portal)

Three reminder mailings were also sent. The second reminder (third mailing) included a postal questionnaire but also repeated the invitation to take part online.

There were two types of letters, one for households and one for businesses, with the wording adjusted accordingly.

10.2 Response rates

The following tables show the number of addresses that were invited to the survey, as well as the number of surveys. Up to two adults aged 18+ permanently residing or having a business at the address were eligible to take part. No method was applied to select those adults at the address.

Table 1. Response rates by households and businesses

Sample group	Addresses invited	Completed surveys
Households	3375	1247
Households which report running a business from home address	-	146
Businesses	133	38
Total	3508	1285

10.3 Socio-demographic profile

The following tables summarise the socio-demographic profile of participants.

Table 2. Profile: Gender

Gender	% of all participants
Men	43%
Women	52%
Non-binary	Less than 1%
My gender is not listed	Less than 1%
Prefer not to say	4%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 3. Profile: Age

Age	% of all participants
16 – 24	2%
25 – 34	6%
35 – 44	9%
45 – 54	13%
55 – 64	24%
65 – 74	24%
75+	17%
Prefer not to say / no answer	4%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 4. Profile: Number of adults in the household

Number of adults in the household	% of all participants
Single person household	17%
2 in the household	62%
3+ in the household	14%
Prefer not to say / no answer	6%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 5. Profile: Working status

Working status	% of all participants
Self-employed (full-time)	10%
Self-employed (part-time)	6%
In paid employment – full-time (30+ hours per week)	30%
In paid employment – full-time (9 – 29 hours per week)	9%
In paid employment – part-time (under 8 hours per week)	1%
Unemployed	1%
Retired	39%
On maternity or paternity leave	Less than 1%
Looking after family or home	2%
Full-time student	1%
Not in paid work because of long-term illness or disability	2%
On government training	Less than 1%
Unpaid worker in family	Less than 1%
Doing something else	Less than 1%
Prefer not to say / no answer	4%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 6. Profile: Hours worked in a typical working week

Hours worked	% of all participants
16 hours or less	5%
17 – 35 hours	14%
36 – 40 hours	12%
41 hours or more	17%
Don’t know / no answer	1%
Not applicable	51%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 7. Profile: Commuting time in a typical working week

Hours worked	% of all participants
Less than 1 hour	26%
1 – 3 hours	12%
4 – 6 hours	6%
7-9 hours	2%
10 hours or more	2%
Don’t know / no answer	1%
Not applicable	51%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 8. Profile: Education attainment

Education attainment	% of all participants
GCSE / O-Level / CSE	13%
Vocational qualifications (=NVQ1+2)	6%
A-Level or equivalent (=NVQ3)	13%
Bachelor Degree or equivalent (=NVQ4)	32%
Masters/PhD equivalent	15%
Other	5%
No formal qualifications	8%
Still studying	1%
Don’t know / no answer	7%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 9. Profile: Household income

Household income	% of all participants
£541 or less per month / £6499 or less per month	3%
£542 to £791 per month / £6500 to £9499 per year	3%
£792 to £1,342 per month / £9,500 to £16,105 per year	7%
£1,343 to £2,083 per month / £16,106 to £24,999 per year	13%
£2,084 to £3,333 per month / £25,000 to £39,999 per year	17%
£3,334 to £4,999 per month / £40,000 to £59,999 per year	13%
£5,000 to £6,249 per month / £60,000 to £74,999 per year	8%
£6,250 and over per month / £75,000 and over per year	13%
Don’t know/ prefer not to say/ no answer	24%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

Table 10. Profile: Housing tenure

Housing tenure	% of all participants
Buying it on a mortgage or loan	20%
Owned outright	58%
Part own and part rent (shared ownership)	1%
Rent it from a local authority, housing association or housing trust	4%
Rent it from a private landlord	9%
Live rent-free (including rent-free in relative’s/ friend’s property but excluding squatters)	1%
Other	1%
Don’t know/ prefer not to say/ no answer	7%

Source: SRN wellbeing survey of adults aged 18+

All participants: 1,285

15 July – 13 September 2024

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