Smaller providers outshine major networks in customer satisfaction, Ofcom Report Finds

Mobile and broadband customers are finding more to smile about with smaller providers, according to the latest report on Customer Service from Ofcom.

The regulator’s annual review of telecoms service quality revealed that companies outside the big four mobile networks—EE, O2, Three, and Vodafone—are scoring impressively on customer satisfaction metrics.

Tesco Mobile and giffgaff lead the mobile sector

Tesco Mobile and giffgaff led the mobile sector with standout overall satisfaction scores of 94%, well above the industry average. In contrast, major players O2 and Vodafone lagged behind, scoring 85% and 84% respectively.

When it came to handling complaints, Tesco Mobile again stood out with a satisfaction score of 68%, comfortably above the average, while Three fell short at 51%. Customers of Lebara, Tesco Mobile, and giffgaff were also more inclined to recommend their mobile provider to friends—another indicator of high satisfaction.

Complaints drop overall

The number of complaints made to Ofcom dropped overall in 2024, but disparities remain. O2 recorded the highest number of complaints per 100,000 customers (23), while Tesco Mobile had the lowest (4), underscoring the performance gap between the major operators and smaller challengers.

In the broadband market, Plusnet emerged as the top performer with a 91% satisfaction rating, whereas TalkTalk customers reported the lowest satisfaction at 77%. EE (66%), Plusnet (65%), and Sky (63%) all ranked above average for handling complaints, while TalkTalk (54%) and Virgin Media (53%) fell behind.

Broadband speed satisfaction remained strong, with 83% of customers content with their service—unchanged from 2022. Notably, satisfaction with value for money improved, rising from 62% in 2022 to 73% among standalone broadband users in 2024.

NOW Broadband registered the highest volume of complaints to Ofcom per 100,000 customers (65), while Sky had the lowest complaint rate in the broadband category, at 21.

The report highlights a continuing trend: smaller and challenger brands are outperforming established giants in key aspects of customer service and satisfaction.