One in ten mobile broadband customers feel misled, according to a study carried out by O2.
The research found that the main concern of those quizzed was a feeling that they had been deceived over cost - more than a third paid more than they had previously anticipated.
Another issue was found to be coverage - one-fifth of those quizzed were disappointed to find that they could not connect to a mobile broadband network in a given location, despite assurances to the contrary.
O2 has responded to its discoveries by cutting core mobile broadband costs and making it easier for subscribers to check the charges that they are incurring on an ongoing basis.
Peter Rampling, O2's marketing director, commented: "Across the industry there are too many customers whose mobile broadband expectations have been set too high and have then been disappointed, which is a terrible shame given there are loads of people who are having a great time with mobile broadband."
O2 also plans to introduce a new 10GB package for £30 per month on a two year tariff, aimed at heavy mobile broadband users.