The East Yorkshire market town of Beverley now has the fastest average broadband speeds in the UK, it has been reported.
Incumbent broadband provider KC said more than 500 local households and businesses have signed up for 100Mb broadband, helping to raise the average download speed significantly.
Quoting data from Ookla, the firm said its Lightstream fibre broadband deals have brought the mean download speed up to 40Mb - far above the UK average of 7.6Mb.
Nick Thompson, KC's Director of Consumer Services, said the response to fibre broadband in Beverley - which lies five miles north-west of Hull - has been "fantastic".
"These days we rely on broadband for entertainment, information and communication, and our KC Lightstream customers are finding that download speeds of 100Mb are transforming their broadband experience," he stated.
"Over time we want our roll-out of lightning fast fibre optic broadband to give all of our customers the best-connected homes and businesses in the UK."
KC has pledged to connect an initial 15,000 homes and businesses in East Yorkshire to 100Mb broadband services, with the potential for more in future.