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A lack of comprehension means the overwhelming majority of broadband users do not fully assess the market before they buy a new product.

Research conducted by moneysupermarket.com found that 53 per cent of the 13.3 million households which have broadband do not understand technical jargon such as download speed or recognise the difference between products.

In a similar vein, 48 per cent of those polled are confused by the bundling of TV, phone and broadband packages.

As a result, just 16 per cent of consumers shop around for the best available deal as the rest feel it is safer to stick with their existing product provider.

However, Jason Lloyd, head of broadband at the price comparison website, believes this practice could prove disastrous.

"It is clear that the number of deals on the market is leaving customers increasingly confused over which is best for their needs," he commented.

"As a result they are settling for providers who already supply a service to them or who they believe have a good reputation. This could result in people taking out the wrong deal."

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