Leading UK broadband provider O2 has topped a new poll based upon customer satisfaction levels.

The ISP proved most popular among consumers for both fixed and mobile broadband services, in a study conducted by JD Power and Associates.

O2 topped the fixed broadband poll ahead of rival internet service providers Plusnet, Sky, TalkTalk and Virgin Media, while its dongle services beat off competition from Orange, T-Mobile, Vodafone and 3 UK.

Commenting on the quest for consumer satisfaction, Stuart Crawford-Browne, Senior Manager of Service Industries Research at JD Power and Associates, claimed ISPs will need to continue investing in infrastructure in the coming years to keep their subscribers happy.

"Building networks with the ability to handle fast data transfer speeds will be important not only to customers, but also to businesses and, by extension, the economy as a whole," he added.

Ofcom's Consumer Experience report recently pointed to an increase in satisfaction rates among UK broadband customers.

The media regulator said improved levels of choice and value for money has led to greater positive consumer sentiment in recent months.