New data has shed light on the impact that the cyber attack TalkTalk suffered last year has had on its business.
Kantar Worldpanel has found TalkTalk’s share of new customer additions in the UK’s landline-broadband-Pay-TV market shrank significantly in the three months to December 2015.
The research firm said the low-cost provider’s market share fell 4.4 percentage points to just nine percent in the fourth quarter versus the previous three months.
BT (28.6 percent) overtook Sky (28.3 percent) to lead the market.
TalkTalk also lost seven percent of its existing broadband customers, mainly to BT.
The operator revealed that the personal details of 157,000 customers were accessed during the “significant and sustained” hack last October.
It said the attack would cost the company up to £35 million and offered a range of free incentives to all its customers.
TalkTalk declined to comment when contacted by European Communications.
It is due to release its latest financial results, when details of customer numbers for the period in which the attack happened should be revealed, in two weeks' time.
Last week, UK regulator Ofcom revealed TalkTalk’s customer service score for broadband and landline also declined in 2015.
Imran Choudhary, Consumer Insight Director at Kantar Worldpanel, said: “Customers have lost faith in TalkTalk as a trustworthy brand.
“TalkTalk continues to offer some of the most attractive promotions across the home services market and almost a third of its new customers did choose it for this reason, but there can be no doubt that it lost potential customers following the major data hack.
“If it’s to recover from recent events TalkTalk will need to offer more than just good value.”
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