Broadband consumers are worried about how much they spend on their high-speed internet connections, new research has shown.
Analysis conducted by the consultancy Booz and Company found that nearly a quarter of UK broadband users may cancel their connection within the next six months.
However, Booz suggested that this could result in increased competition in the telecoms market, which may subsequently lead to cheaper packages for consumers.
Michael Peterson, head of the research firm's UK CMT practice, said: "Operators need to not only review their product and service offerings in the short-term but also think about their long-term strategy, as customers are becoming more savvy about the way they purchase and use services."
Mr Peterson added that the broadband providers which "recognise and adapt" to these trends will be the best placed when the UK emerges from the downturn.
BT is currently the UK's most popular broadband provider with about 4.7 million subscribers, followed by Carphone Warehouse with approximately 4.3 million.