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Brits considering switching over their broadband contracts this summer can reap the benefits, according to one independent financial advisor.

Money Expert has drawn attention to the ongoing price war in the competitive broadband market, with providers slashing the costs attached to packages in order to gain ground on their rivals.

According to the firm: "Providers such as Virgin Media, O2 Broadband, and TalkTalk are going head to head in an attempt to bring you the cheapest broadband deals, and it's time you took advantage.

"If you've been tied to the same provider for years then the chances are you're missing out on improved deals, faster speeds and incentives such as free laptops."

Research from Simplifydigital found that the number one reason for customers switching broadband is price, followed by deal bundling and reliability.

The firm puts the increase in customers' cost cutting down to the credit crunch experienced over the last year.

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