Broadband customers need to realise the benefits of switching providers, a new study has found.
Research published by Gocompare.com found that only 14.4 per cent of Brits have changed their broadband provider in the past year.
This is despite many providers offering a range of quality incentives to those seeking a change, as well as the fact that a number of consumers can generally get better deals by switching.
Lee Griffin, business development director of Gocompare.com, said that potentially millions of customers could be paying more by not keeping their eye on what other providers are doing.
He added: "In our experience the only reward you get for loyalty is a higher price than you'd pay as a new customer so shop around for the best deals and if your existing provider seems expensive, switch."
Recent figures published by news website ISPreview.co.uk found that 61 per cent of broadband consumers are likely or very likely to switch to a different provider in the next year.