Who Switched at the Big Switch and Why?

Catherine Waddams, David Deller, Graham Loomes, Monica Giulietti, Ana Moniche, Joo Young Jeon

Research output: Book/ReportOther report


The Big Switch enabled the observation of over a hundred thousand ‘real’ switching decisions by participants in a collective switching exercise in 2012. This report presents some of the findings and early analysis. Our main initial findings are that:
1. The probability of switching rises with increases in the gains available;
2. Despite substantial gains available (median value around a tenth of the bill), and very little further effort required to switch, only a third of participants switched supplier;
3. Participants who saw two offers were less likely to switch than those who saw only one.
Original languageEnglish
PublisherCentre for Competition Policy
Number of pages52
Publication statusPublished - 2014

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