Preferencias de los estudiantes universitarios en la elección del proveedor de Internet/Preferences of university students on the choice of internet service provider

In Spain, there is a wide range of Internet Service Providers (ISP). Within this context, it is extremely difficult for consumers to determine which ISP is the most beneficial for them. Therefore, this article aims to identify the factors that most influence consumers' choice of ISP companies. The analysis of these factors is based the opinions of a sample of university students, who are generally considered to be representative of the trends taking place in the ISP sector. In addition, conjoint analysis is used for the first time to analyse consumers' preferences on the choice of ISP companies. Our results show that price and the inclusion of a mobile phone in the package are the two most valuable attributes for university students. Meanwhile, other attributes like the requirement to sign a fixed-term contract and data allowance in offer are not taken into account as much by university students when choosing an ISP. Therefore, our results may be highly valuable for both users and ISP brands.