More people call it Wi-Fi than anything else - new poll shows Wi-Fi is the preferred name for getting online at home

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More people call it Wi-Fi than anything else - new poll shows Wi-Fi is the preferred name for getting online at home

• One third of those asked said they use Wi-Fi to describe their internet connection, pipping 'broadband' and 'internet' to the post
• Three-quarters of adults say they confidently understand the term Wi-Fi - despite majority of industry still referring to broadband
• Only half of those asked say they know what 'fibre' means when it comes to their internet connection
• TalkTalk offers customers a Better Way to Wi-Fi with a refresh amidst transformation journey - and new branding to dial back to challenger roots

Salford, September 15 2025: New research from TalkTalk reveals a shift in how consumers talk about the technology that powers modern life at home, with one in three adults simply calling their internet connection, Wi-Fi.

Signalling a growing disconnect between industry speak and customer perceptions - given the telecoms industry continues to focus overtly on broadband - the findings point to a clear desire for simpler and smarter communication from providers. Six in 10 adults agree that technology-related information is difficult to understand due to jargon.

Three-quarters (76%) of UK adults say they confidently understand the term Wi-Fi. However, only half of those asked can confidently say they understand the term fibre, a name frequently used by telecoms companies to describe products.

Steve Wallage, TalkTalk's Product, Experience and Propositions Director, said: "Wi-Fi is a staple in all our homes, yet as an industry we haven't kept up with the times when we talk to our customers. At TalkTalk, we're shifting to talk about Wi-Fi more and more, as it's the connectivity - making sure streaming or browsing is seamless - that matters most for our millions of customers."

Wi-Fi typically refers to the broadcast from a router that allows customers to get online wirelessly on their devices, while broadband refers to the connection that comes into a home.

Steve added: "Our latest research tells us that people prefer to communicate in the same way that they speak, without jargon, and our industry should reflect that. We know we're not perfect, and we have much to do, but this is the first step in delivering a Better Way to Wi-Fi for customers who just want transparency and information they can confidently understand. And this builds trust between us and our customers too."

This month, TalkTalk has taken the next step in its ambitious transformation journey, unveiling a refreshed brand identity and redesigned customer-facing platforms, focused on delivering a Better Way to Wi-Fi for consumers without the jargon and fuss, at the right price. It's the first in a number of steps by TalkTalk to shake up the way customers talk about and get online.

Notes to editors:

Methodology
This online survey of 2000 UK adults (nationally representative on the basis of age/gender/region) was commissioned by Axicom on behalf of TalkTalk and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 04/09/2025 and 08/09/2025. All participants are double opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

About TalkTalk
TalkTalk is proud to be the biggest challenger in the UK broadband market, offering its millions of customers a Better Way to Wi-Fi.
We entered the market with a bang in 2003, and have been shaking it up ever since.
TalkTalk is the consumer business of the TalkTalk Group.