Broadband connections are becoming increasing important to our way of life in the 21st century, it has been claimed.
Kristine Olsen, Director of Sales and Loyalty, said UK consumers now intuitively use the internet as a way to save time and money,
She was commenting after the Boston Consulting Group reported that the internet is worth £3,000 per year to each British family in convenience savings.
Ms Olsen explained that tools such as instant messaging and social media, and online research are helping people find the best deals.
"But what's surprising in this digital and financially-savvy age is that so many people are still paying over the odds when it comes to connecting to the internet itself," she added.
"The considerable savings the web can offer can quite quickly be eroded by paying sky high monthly charges for internet access."
She urged consumers to shop around for the broadband package which suits them best, and switch providers if necessary.