The majority of broadband customers are quite happy to switch providers if they feel they will receive better service elsewhere, it has been reported.
A new report conducted by Orchid Consulting indicates that more than half of all subscribers have switched to a new internet service provider (ISP) at some point.
The company claims that customer churn is high across the industry, with poor network coverage the most common reason for people leaving an ISP.
However, the availability of cheap broadband deals is the primary concern when selecting a new provider.
Keith Gait, Principal Consultant at Orchid Consulting, said broadband providers clearly have to "walk the walk as well as talk the talk".
"It's no good spending a lot of money on advertising and building a brand if customer expectations are not met," he stated.
"People aren't afraid of switching if connectivity speed is not up to scratch, and poor customer retention can prove very costly."
Last month, Moneysupermarket.com called on ISPs to speed up the process of supplying migration authorisation codes to consumers who are switching broadband provider.