A new survey suggests that the number of people switching internet service providers (ISPs) has increased by 2.5 per cent between 2005 and 2007.
The number of people leaving their suppliers - known as the "churn rate" - has been attributed to the falling costs of ISP products within the UK.
Pitney Bowes group, which conducted the study, reports that Britain has the highest churn rate in Europe.
Of those interviewed, the top three reasons for switching supplier were feeling unvalued as a customer, unhelpful staff and ineffective call centres.
Company spokesperson Andrew Greenyer said that competition between bundled packages and standalone broadband deals has meant that the UK has developed a very complex and competitive market.
The report follows a number of recent statements by smaller ISPs arguing that it is becoming increasingly difficult to compete in Britain.
A spokesperson for Zen Internet told ISP Review recently: "The increasing dominance of larger providers will ultimately drive small and medium-sized ISPs out of business."
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