Consumer Trust Survey 2025: 59% of Americans Feel Misled by Internet Prices

Reviews.org’s Consumer Trust Survey provides a snapshot of consumer experiences with their home service bills, with a focus on internet services. Here’s a look at our key findings:

• 43% reported that the cost of their internet service increased the most compared to other home services (a smaller proportion of respondents who answered the same question in our Internet Awareness Survey in 2024)
• Out of those who saw an increase in their internet bill, the average price increase was $20.78 per month
• 59% reported feeling misled by the pricing or terms of their internet plan
• ​​Nearly 3 in 4 people canceled, downgraded, or considered switching internet providers

When asked specifically about internet prices, 59% of the respondents in our survey said they felt misled by pricing or terms of their plan. That’s not particularly surprising, considering that internet providers have long imposed additional fees on top of the base monthly price advertised on their plans.

Half of the respondents in our survey noticed that the very first bill they received from their internet provider was higher than expected. Within this group, 30% noticed that the monthly bill was $11–$25 higher than advertised, while 20% noticed their bill was $26 more or higher.

A desire for transparent pricing has become a key motivator for customers who end up shopping around for a different home internet option. In our survey, 55% of respondents said that hidden fees made them switch or consider switching internet providers.

Few people know about the FCC’s broadband consumer labels

In an effort to push internet providers to be more transparent, the Federal Communications Commission requires ISPs to provide broadband consumer labels at the point of sale. Fashioned after the nutritional facts labels on the back of packaged foods, the labels intend to provide detailed pricing and speed information so consumers know exactly what to expect when they sign up.

While these labels presumably reduce sticker shock, it’s not widely known that they even exist. In our survey, only 19% of respondents said they were aware of the broadband consumer labels. That’s a similar level of awareness we saw in last year’s Internet Awareness Survey (20%).

Although they’re meant to increase transparency, broadband consumer labels are sometimes hidden in a drop-down menu or posted at the bottom of a provider’s online shopping experience. We definitely recommend customers to search for the label before sealing the deal.

What are the most common consumer frustrations with internet providers?

Our survey sought to identify common frustrations around customers’ home internet services. We also wanted to know what internet providers could do to improve. As it turned out, price transparency appears to be a major point: A resounding majority (84%) of respondents in the survey said they think all fees should be included in advertised pricing.

For the question, “Which of the following hidden fees on your internet bill have surprised you the most?” respondents selected up to three types of fees or price increases that surprised them.

Most surprising internet fees

More than half of respondents agreed that hidden fees were surprising, followed by taxes and regulatory fees. Although some fees are listed upfront, government fees and taxes are often calculated when you receive your bill, after you’ve already signed up. So a small percentage of your bill varies by location.

What do customers want?

We also asked what would make the biggest impact on improving consumers’ satisfaction with their provider. Respondents varied in their priorities, but the majority indicated that they want lower monthly costs for their internet.

Most frustrating internet provider practices

Respondents also had the opportunity to check up to three internet provider practices that frustrated them the most. Hidden fees again topped the chart, followed by price hikes after a promotional period and slow speeds on their internet plan.

These results suggest that many customers prefer to have stable monthly rates. Internet providers sometimes spin introductory prices as a benefit, since customers get a lower price upfront. But if it’s unclear what the standard rates are, then it can lead to unhappy customers. In our survey, 39% of customers said they see price hikes after a promotional period as a frustration because their initial price goes up.

How are people cutting costs on their home services?

As the average monthly cost for home internet nears $70 per month, some customers say they aren’t afraid of flexing their negotiating skills. Among the people who participated in our survey, more than half (56%) said they contacted customer support about a bill.

Some took the plunge to cancel or downgrade their internet plan to save money: 33% said they canceled a service this year, while 30% said they downgraded to a lower-tiered plan that costs a lower price.

Among those who canceled or downgraded:

• 46% canceled streaming services
• 38% canceled home internet
• 36% canceled cable or satellite TV

A notable trend is the growing popularity of 5G wireless technology for internet services. The major 5G internet providers—T-Mobile, Verizon, and AT&T—use their 5G cellular networks to provide a wireless internet service that includes equipment rental and other fees in one stable price.

“Although 5G home internet technically isn't faster than cable or fiber internet, it offers a lot of value,” explains Peter Holslin, Managing Editor at Reviews.org. “5G internet packages are typically sold at fixed rates, with no extra fees for installation or equipment, and you often get other perks too like unlimited data and bundle discounts when you pair it with a cell phone plan from the same provider. Setup is easier because you don't need to run any cable or wiring through your house, and usually customers can get solid speeds to cover common needs like streaming TV, online gaming, and making video calls."

5G is a relatively new technology, emerging in just the past five years, but many 5G home internet customers that we’ve interviewed at Reviews.org as part of our research on customer experiences have expressed enthusiasm about their services. “A 5G fixed wireless service is probably not for everyone, but more and more this technology has gained a reputation as a practical, useful, and cost-effective home internet option,” Holslin says.

Although consumers should check the fine print carefully, some ISPs do offer limited-term price-lock guarantees on their plans as a competitive advantage. A price lock or price guarantee means that you don’t have to worry about the price of your bill going up at any time during the promised term.

Here are our top picks:

• Quantum Fiber offers a “Price for Life,” which means you can keep your monthly rate for as long as you keep your plan, although the rate is subject to plan availability.
• T-Mobile 5G Home Internet offers a 5-Year Price Guarantee. The guarantee excludes taxes, fees, equipment or speed upgrades, future wireless generations, and more.
• Xfinity offers a 5-year price guarantee deal available for all plans.

Methodology

To better understand how price hikes are affecting consumers, we surveyed 1,001 U.S. adults using the online survey platform Pollfish. Respondents were screened to ensure a nationally representative sample by age, gender, and geographic region. Percentages are rounded to the nearest whole number.