*delivered really slowly.

The Washington Post has an article on a phenomenon that we’re all familiar with – that advertised broadband speeds don’t always match up to the actual performance that the end-user actually receives. 

Actual broadband speeds lag advertised speeds by as much as 50% to 80%.

So more than half the time, and sometimes as much as eight out of ten times, consumers are paying for slower Internet access speed than they signed up for.

Now, with congestion, infrequent outages, problems on the other end of the connection, and other vagaries of Internet performance, the fact that a customer’s effective Internet speed varies widely isn’t a surprise. 

What is a surprise is that companies do not monitor the performance of their own networks – or that they do, but give consumers bad data – either promoting a peak speed as the “speed” of the network, or promoting an impossible speed. 

Really, though, do you think it would hurt sales that much to re-label a “15mbps” offering as “7-15mbps?”  (Hmm, maybe it would, if the ISP can’t consistently deliver 7mbps.) 

"This speaks to consumer empowerment. And if you are advertising one speed but delivering another, that takes power away," Kelsey said. "Consumers can't make accurate decisions based on quality of service from one provider off another."

Now, there’s the truth in advertising approach – add qualifications, like a speed range, or parenthetical like 15mbps (during off-peak times) – but I think the “up to” disclaimer is good if there’s someplace – say, the order form for the service, or the company Web site where you sign up for the service – that explains exactly what your real performance is after you sign up, as well as the performance of the average customer at each speed.  Heck, you could even have one of those LED billboards like they have for state lotteries that show you how much that day’s jackpot is worth. 

We’ve talked before about how we believe that broadband caps are not a solution to the problem and would greatly degrade the overall network performance of the Internet.  That’s still true.  We’re especially suspicious of any sort of “gas gauge” that would tell customers how much they’ve downloaded – and nothing else.  But a true network performance monitoring solution, giving ISP customers true information that is actually relevant to their performance would be very welcome. 

Imagine, if you will, if you could go to your ISP’s web page, log in, and get this information:

• Your average Internet Speed over the past two weeks is X/down, Y/up.


• Peak Congestion Times are X:00am to Y:00pm


• X% of your Internet usage occurs during peak times.


• Your average Internet Speed during peak times is X/down, Y/up.


• Your average Internet Speed during off-peak times is X/down, Y/up


• At that average speed, you can video at Xmbps.  This is (low/medium/high) quality for standard definition and (low/medium/high) quality for high definition video.


• Your latency is Xms round trip to our servers. You can expect (low/medium/high) quality for voice calls and video chat, and (low/medium/high) quality for computer gaming.


• Recommendations for improving your Internet Experience:




• Try to watch streaming video during off-peak times, or set your computer to download the video during off-peak times instead. 


• Set peer-to-peer programs to use less bandwidth during peak hours.


• Try to find gaming servers located closer to your geographic location to cut down on lag.


• We noticed a number of anomalous behaviors these past two weeks.  Please check your system for malware and viruses.

That’s not “techie” information – it’s all information the end-user can use, and it lets the user know exactly what they’re paying for.