Brands over time

Hyperoptic
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

46 of Hyperoptic's own blog posts, press releases and announcements, 2015 to 2022, measured sentence by sentence, 36 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 14 other mobile and broadband providers, and what it sounds like in its own words.

Pages measured
46
Years covered
2015–22
Archived before ChatGPT
36
Blog · press
31 · 15

01 · Homepage

One capture a year

Hyperoptic's homepage from 2011 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026hyperoptic.com5 Jul 2026
Hyperoptic homepage, 5 Jul 2026

Screenshot of Hyperoptic’s homepage (hyperoptic.com) as archived by the Internet Archive on 5 Jul 2026. © Hyperoptic or its licensors. Shown for comparison and review; not endorsed by Hyperoptic.

Homepage

2026

“Let’s chat through your options! Call us on 0333 332 1138”

Page title

Hyperoptic | Full Fibre Optic Broadband Provider

Open on the Internet Archive
  1. 2011Fibre all the way
  2. 20151Gb Fibre Optic Broadband
  3. 2018How Hyperoptic is different
  4. 2020Keeping you connected through COVID-19
  5. 2024Let’s chat through your options! Call us on 0333 242 2420
  6. 2025Let’s chat through your options! Call us on 0333 332 1138

13 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Telecoms avg 13.2
14.9
11.7
12.2
6.5
ChatGPT · Nov 2022
20152 pp
2016no pages
20172 pp
2018no pages
2019no pages
2020no pages
202124 pp
20222 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201514.92
201711.72
202112.224
20226.52

Years with pages: 2015 (2), 2017 (2), 2021 (24), 2022 (2). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Hyperoptic among mobile and broadband providers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    23% less than its sector

    2.00 against a sector average of 2.59; 5th lowest of 13.

  2. "You"

    15% less than its sector

    51% against a sector average of 60%; 4th lowest of 13.

  3. Long words

    14% more than its sector

    27% against a sector average of 24%; 3rd highest of 13.

Sentence length4th lowest of 13
Hyperoptic 11.4
9.716.5
ContractionsMid-table, 7th of 13
Hyperoptic 17.2
12.725.2
"You"4th lowest of 13
Hyperoptic 51%
30%84%
"We"Mid-table, 6th of 13
Hyperoptic 37%
14%57%
QuestionsMid-table, 6th of 13
Hyperoptic 4.6
0.97.0
Long words3rd highest of 13
Hyperoptic 27%
19%31%
Em dashes5th lowest of 13
Hyperoptic 2.00
0.974.72
AI-associated wordsLowest of 13
Hyperoptic 0.46
0.462.88
ExclamationsMid-table, 6th of 13
Hyperoptic 0.49
0.162.28
Page lengthMid-table, 8th of 13
Hyperoptic 946
5111,910

Pages measured: TalkTalk 74 · Hyperoptic 46 · Community Fibre 133 · SMARTY 183 · iD Mobile 49 · Lebara 0 · Lycamobile 112 · O2 138 · Zen Internet 186 · BT 9 · Sky 324 · Virgin Media 185 · Vodafone 172 · Three 141 · giffgaff 63. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Hyperoptic uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

title98.2 vs 3.2
item38.0 vs 0.6
map38.3 vs 1.7
ping32.4 vs 0.7
residential31.7 vs 0.7
broadband217.4 vs 49.6
malware29.6 vs 0.5
ltd28.8 vs 0.5
fees25.0 vs 1.3
vpn17.6 vs 0.6
uninterrupted16.2 vs 0.4
useful27.1 vs 2.3
HyperopticSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 46 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20157 Apr · PressArchived copy
“Consumers in Liverpool can now enjoy gigabit broadband services, the fastest fibre broadband speeds in the UK, thanks to Hyperoptic, the UK’s leading Fibre-to-the-Building (FTTB) broadband provider.”
Liverpool Becomes Latest UK Gigabit City
201521 May · PressArchived copy
“Occupants of residential boats in London’s South Dock marina, which includes South Dock and Greenland Dock, can today boast gigabit connectivity from Hyperoptic, the UK’s leading Fibre-to-the-Premises (FTTP) broadband provider.”
Residential boats go hyperfast with Hyperoptic
202121 Jul · BlogArchived copy
“Are you moving house? Broadband might not be at the forefront of your mind, but imagine getting there and there’s no wifi… How would you cope?! Not to worry, here’s how to transfer or order broadband before moving in, so you won’t be living in the dark ages on move-in day.”
Can I move my broadband when I move house?
20219 Dec · BlogArchived copy
“So, we’ve listed our top online safety tips and provided in-depth information about parental controls, what they are and how to properly make use of them. Because keeping your children safe online should be your number one priority, so taking the right measures is crucial. Read on and learn how to keep kids safe online in the best ways.”
Parental Controls
202528 Aug · Blog
“Broadband Deals Broadband & Phone Social Tariff Broadband 1Gb Broadband and Total Wi-Fi 1Gb Broadband Total Wi-Fi Student Broadband Deals One Touch Switch Still in commitment?”
How to prevent and get rid of malware

06 · Every page

All 63 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 46 count towards the measures; the rest were not measured (13 mostly short lines (lists, tables, link pages) rather than prose, 4 same text as an earlier page from this brand). Pages with no reliable date count in the overall numbers but in no year.

20222 pages
202124 pages
20172 pages
20152 pages
In the overall numbers, no year16 pages
  • Starting out on Twitch: Tips for new Twitch streamers27 May 2026 · blog · 1,656 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What is a good ping for gaming?27 May 2026 · blog · 1,391 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to stay safe when shopping online28 Aug 2025 · blog · 1,515 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Video calling etiquette: 10 ways to improve your video calls28 Aug 2025 · blog · 1,361 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The most sought-after nostalgic consoles and games revealed28 Aug 2025 · blog · 1,301 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The top 10 tips for avoiding simulation sickness when gaming28 Aug 2025 · blog · 1,963 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Best games to play with your friends online28 Aug 2025 · blog · 1,881 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to prevent and get rid of malware28 Aug 2025 · blog · 1,594 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Hyperoptic9 Oct 2014 · press · 334 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Hyperoptic5 Aug 2013 · press · 418 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Hyperoptic6 Jun 2013 · press · 456 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Hyperoptic23 May 2013 · press · 701 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Hyperoptic4 Jul 2012 · press · 273 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Press2012 · press · 488 wordsDated before 2015: in the overall numbers; the year charts start at 2015
  • Hyperoptic12 May 2011 · press · 418 words · archivedDated before 2015: in the overall numbers; the year charts start at 2015
  • Pressundated · press · 488 wordsNo date found: in the overall numbers, not in any year
Not measured17 pages

07 · Method

How this was measured

The pages

Hyperoptic's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.