Skip to content.

Valentine’s break ups: Which utility are customers most likely to ditch?

As Valentine's Day approaches, 1 in 20 Brits could ditch partner this weekend, with more middle-aged Brits more likely to leave their partner than their bank, according to a new survey.

While most Brits are planning a romantic Valentine’s Day weekend, one in twenty (5.3%) are thinking about leaving their partner according to shocking statistics released today by digital agency Greenlight.

Key findings:

• 5.3% of people are thinking about leaving their partner (7% of men in comparison to 4.3% of women)

• Brits are least loyal to their mobile phone, energy and pay TV providers. One in ten (11%) Brits are thinking about switching their mobile phone or energy provider this year, while 8.5% of people are planning to change pay TV provider

• Men are most likely to be thinking about changing energy provider (16.8%), while women are more likely to consider switching mobile phone provider (9.3%).

The survey of 2,000 UK consumers reveals that men are more likely to give their partner the boot, with 7% thinking about calling it a day versus 4.3% of women.

Brits aged 25 – 34 are most likely to end things, with one in ten (10.8%) thinking about leaving their other half, while 45 – 54 year olds are more likely to leave their partner than their bank. Londoners are most likely to give their partner the boot (7.6%) while people from Yorkshire are the most loyal (0.9%).

With research showing that the average Briton stays with their bank for 17 years and their husband or wife for 11 years, Greenlight commissioned ‘The Great British Break-up Study’ to understand which consumer relationships are the most fragile. The study reveals that Brits are least loyal to their mobile phone, energy and pay TV providers. One in ten (11%) Brits are thinking about switching their mobile phone or energy provider this year, while 8.5% of people are planning to change pay TV provider.

Greenlight’s study shows that consumers are more loyal to financial service providers. Just 8.2% of people surveyed plan to change insurance provider in 2015, while 7.1% intend to change their bank. Men are most likely to be thinking about changing energy provider (16.8%), while women are more likely to consider switching mobile phone provider (9.3%). Potentially indicating where the sexes’ priorities lay, the study also shows that men are twice as likely to switch to a new pay TV provider as women.

Commenting on the study, Andreas Pouros at Greenlight, said: “It may be Valentine’s Day on Saturday, but not all Brits will be rushing out to buy red roses this weekend. Our research suggests that many middle-aged consumers are more likely to leave their partner than their bank. While a wandering eye may be a classic sign of a mid-life crisis, Brits of all ages appear to have itchy feet when it comes to many of the other important relationships in their lives.”

“The lack of brand loyalty evidenced in our study should come as a wake-up call for marketers. With comparison sites and changes to regulation making it easier than ever for consumers to switch provider, brands must develop a deeper understanding of consumers’ needs in order to engage customers with the right message at the right time. A well-timed interaction could potentially salvage a failing relationship, while a greater understanding of what consumers are looking for could provide an opportunity to optimise marketing campaigns by targeting consumers that are most open to change.”

Comment on this article





Verification (needed to reduce spam):

Subscribe to Netimperative Newsletters

Email address:


Daily
Weekly
Search Marketing
Events
Publishing & Media

Send as:
Text
HTML

Alternatively, click here to unsubscribe

Digital Training Academy training tips
Digital Training Academy
Essential skills for today's marketers: boost your team's results with customised advanced digital marketing coaching from world class trainers at the Academy.
Mail our academy managers Ask our tutors for more
Full details here...
 

Digital marketing audits - improving your ROI
Digital Training Academy

Getting the best ROI from your websites, emails and online ads? Sure?

Our digital marketing audits review your current and planned campaigns to find ways of cutting budgets without cutting impacts.

Mail our academy managers Ask for more
Full details here...

About Netimperative | About Digital Strategy | Terms of use | Privacy | Cookies

© Copyright 2014 Digital Strategy Consulting Ltd | Netimperative.com is part of the Digital Strategy Consulting group | UK company number 4342602 | The Digital Hub, 8 Macklin Street, Covent Garden, London, WC2B 5NF