UK consumers are using their broadband connections to make direct financial savings, it has been reported.
According to research conducted by UK online centres, 70 per cent of web users have saved money by comparing the prices of goods and services online.
Over half of all respondents said they had preserved cash by using special online offers, while 40 per cent claimed they had benefited from the use of auction websites.
Helen Milner, Managing Director of UK online centres, claimed that offline households are missing out on average consumer savings of a whopping £560 a year.
"The 3.6 million households on lowest income are missing out on savings of over £1 billion a year from shopping and paying bills online," she claimed.
"The fact of the matter is that we're still facing tough times, and getting online isn't only making things quicker, easier and more enjoyable - it's also making them cheaper."
UK online centres has organised Get Online Week 2010, being staged between October 18th and 24th, to encourage more households to recognise the benefits of broadband technology.