What is Customer Demographics and Target Market of BT Group Company?

The consumer division, operating under brands like BT and EE, focuses on individuals and families across the UK. As of H2 2024, BT Group was the largest broadband provider with 8.2 million customers, holding a 28.3% market share. EE's 5G subscriber base reached 10.8 million by March 2025, with a total 5G customer base of 13.5 million by June 2025, reflecting a 12% year-on-year increase. The adoption of converged services is a key trend, with 25.5% of EE's base taking both mobile and broadband as of June 2025.

This segment caters to companies and public sector organizations, offering enterprise solutions, network services, cloud computing, and cybersecurity. While facing subdued spending, this segment remains crucial for BT Group's diversified revenue streams. The Target Market of BT Group includes a wide range of business sizes and public entities.

Openreach, a subsidiary, provides fixed access infrastructure to over 700 communications providers. By June 2025, Openreach had connected 7.1 million premises with FTTP, with net adds increasing by 46% year-on-year to 566,000 in Q1 FY26, indicating strong demand for advanced network services.

BT Group's brand strategy has evolved, with a confirmed decision in March 2025 to retain the BT brand for consumers alongside EE. This approach aims to capture a broader demographic, including older customers familiar with the BT marque, while facilitating migration to newer services.

BT Group holds a significant share of the UK telecommunications market. It is the largest broadband provider, capturing 28.3% of the market as of H2 2024. This extensive reach underscores its role as a primary connectivity provider for households and businesses nationwide.

The company's mobile network, EE, offers widespread coverage. Its 4G network reaches 99% of the population in England and Scotland, and 98% in Northern Ireland and Wales. The 5G network is also rapidly expanding, covering over 87% of the UK population by June 2025.

A key strategic initiative is the expansion of its full-fibre (FTTP) network. By June 2025, this network had reached over 19 million premises across the UK, with a notable 5.2 million of these located in rural areas. This demonstrates a commitment to bridging the digital divide.

While maintaining a strong UK presence, BT Group has strategically divested non-core international assets. In FY25, this included the sale of its data centers and domestic enterprise and wholesale businesses in Ireland, alongside an agreement to sell its remaining domestic operations in Italy. This reflects a sharpened focus on its core UK connectivity mission, aligning with its Growth Strategy of BT Group.

BT Group's extensive rollout of full-fibre broadband and 5G mobile services is a primary method for acquiring new customers. The company's commitment to expanding its network infrastructure directly fuels growth by offering superior connectivity options.

To retain customers, BT Group promotes the bundling of mobile and broadband services. This strategy enhances customer loyalty and increases their lifetime value, with households taking both services now representing 25.5% of EE's customer base.

Improving customer satisfaction is central to BT Group's retention efforts, evidenced by a 5.6 point year-on-year increase in its Group Net Promoter Score (NPS) to 30.4 in Q1 FY26.

The company leverages advanced CRM systems and AI-powered virtual assistants to provide personalized and efficient customer support. This investment in customer data management and AI, such as the Sprinklr platform and Aimee virtual assistant, handles a significant volume of customer interactions weekly, bolstering retention.