CHEERS FOR BEING LOYAL GIVE US £220

Big cost of sticking with broadband firms

BROADBAND firms were slammed after it yesterday emerged that customers are paying up to £220 a year for staying loyal to them.

Brits who stay with the same provider are being clobbered with “loyalty penalties”.

Consumer group Which? found that in some cases it would be cheaper to have a new superfast contract rather than sticking with the same firm.

BT customers are at risk of paying the biggest loyalty premium of £220 among the eight major providers, the watchdog said.

The average annual bill paid by a loyal BT customer is £540 a year compared to £372 for those who bargained for a better deal. New customers who take up a contract for standard broadband with BT will pay around £320 a year until their contract is up.

Alex Neill, Which? managing director of home products and services, said: “Broadband customers will be appalled that not only could they be paying through the nose for being loyal to their provider but that they could also get a much faster internet connection for a fraction of the price that they are currently paying.”

Virgin Media had the second highest loyalty premium, with a

£191 difference between its cheapest current deal and the average yearly cost for loyal customers.

Long-time customers were paying £540 on average but those who negotiated a better deal saved an average of £156.

Meanwhile, O2 launched a probe yesterday after its data services went down.

The problem affected Sky Mobile, Tesco Mobile, Lyca Mobile and GiffGaff.

O2 said: “We are really sorry.”

LOYALTY should be rewarded when it comes to business.

But for far too many broadband customers, it’s not.

Companies are failing to give them the best value for money.

Instead, staying with the same provider and not haggling for a better deal means you pay “loyalty penalties”.

Which? has revealed customers can end up shelling out an extra £220 more a year.

What a rip-off.

In some cases, you would be better taking up a new super-fast broadcast contract. How disgraceful.

People are being punished for being loyal.

They try to do the right thing.

But their efforts are not rewarded. Everyone should be able to access faster, cheaper broadband.

Whether we like it or not, the internet is vital to our everyday lives.

We shouldn’t have to worry whether we are getting the best deal.