Broadband contract holders living in the countryside are likely to get a poorer connection than those residing in cities, according to one analyst.
Writing in the Times, Murad Ahmed has highlighted the discrepancy in the quality of service enjoyed by Brits, depending on location.
He explained that the lower average connection speeds in rural areas means two subscribers to the same deal could have a different experience when watching online video, for instance.
According to Mr Ahmed: "Most homes in London will have no problem playing a video using the BBC iPlayer service, which requires about 1Mb, but many people in rural areas will not be able to use it to catch up with their favourite programmes.
"Those living out in the sticks are likely to be paying the same, or even more, than city-dwellers for their broadband connection, but getting a much worse speed for their money."
The latest figures from Ofcom show that the average broadband speed in the UK drops to its lowest on Sundays between 17:00 and 18:00, when use is at its highest.