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New research has revealed that Brits rely on advice from friends and family when planning to switch to another broadband provider.

The study by marketing intelligence company Infogroup revealed that three in ten people consider personal recommendations when taking up a package featuring either broadband or digital TV services.

It also found that 35 per cent of people have made complaints about their broadband provider in the past year, while 70 per cent of those admitted to telling other people about their problems both in person and via the internet.

According to Angela Richmond, Head of Customer Strategy and Technology at Infogroup's parent company ORC, consumers are always keen to talk to people about their experiences.

She added: "Given that many people choose their broadband supplier through personal recommendation, that should ring alarm bells with suppliers."

According to recent figures published by, just 14.4 per cent of people have switched broadband provider in the past 12 months.

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