Customers looking around the UK broadband market for a better deal have been warned that price alone is not what deals should be judged on.
That is the view of ISPreview's editor-in-chief Mark Jackson, who has pointed out that broadband is different from utility bills such as gas and electricity.
Mr Jackson warned that a whole raft of differing features including speed, download allowance and length of contract, will have an effect on the quality of service customer's receive.
"To view broadband purely based on price is to adopt an extremely narrow perspective that could do consumers more harm than good," he said.
Continuing: "Broadband is a much more dynamic service where paying less can mean a significantly lower quality of service (slow speeds), support and features."
Recent figures from Broadband Expert show UK customers are paying 70 per cent more than they need to for broadband connections.