Where are Britain’s most satisfied energy customers?

People in Wales are the most content with their energy suppliers, while those in London are the least likely in Britain to say they’re very satisfied with theirs.

Around four in ten (43%) energy customers in Wales are very satisfied with their energy firm – and the proportion of people who have switched is in line with the national average.

But, in a survey of more than 8,000 energy customers in Great Britain, Which? found Yorkshire and Humber residents are most likely to switch supplier with six in ten (60%) having done so.

Those in the capital, who are the least likely to be very satisfied gas and energy customers (30%), are also least likely to have switched (44%).  

With a number of people renting high in London, Which? research also revealed that renters are less likely to have switched energy provider than homeowners. More than six in 10 (61%) homeowners said they had switched, compared with four in ten (42%) tenants.

Overall, a third of energy customers (36%) said they’re very satisfied with their current energy firm. But just over half (55%) of GB customers have switched.

Getting a lower price was the most common reason switchers gave for changing supplier (79%), followed by better customer service (31%). Expert recommendation or good supplier reputation both were top reasons given by 22% of those we asked.


Alex Neill, Which? Managing Director of Home Products and Services, said:

“’With only a third of energy customers are very satisfied with their provider, suppliers should be doing more to give their customers a fair deal and good customer service.

“With a number of the big energy companies pumping up their prices in the recent weeks, energy customers should look to switch suppliers wherever they are in the country. Whether a homeowner or a tenant, by switching people could potentially save up to £398 a year.”


Notes to editors:



Click here to download higher resolution images on the infographics.


  • Which? carried out an online survey of 8,397 energy customers in Great Britain, in September 2017. Of these, customers who switched were asked to pick their top three reasons for choosing their current energy firm.
  • To find out what customers think of their energy supplier, visit: which.co.uk/energybest
  • Customers looking for cheaper energy deals can compare deals with Which? Switch, a transparent and impartial way to compare energy tariffs and find the best gas and electricity supplier.
  • A £398 saving is based on a medium user (using Ofgem averages of 3,100 kWh electricity and 12,000 kWh gas per year, paying by monthly direct debit, with paperless bills) between the priciest Big Six SVT tariff at current prices (Npower) and the cheapest deal on the market, available in all UK regions. Data is from Energylinx. Prices given are averages across regions, are rounded to the nearest whole pound and correct on 20 April 2018.

Press Release