UK broadband subscribers are willing to pay more for access to super-fast download speeds, a new survey has indicated.
Research conducted by ISPreview.co.uk found that 71 per cent of consumers would be willing to increase their expenditure in return for faster downloads.
Some 21.6 per cent said they would be willing to pay £5 more per month, 13.9 per cent said £10 extra and 15.3 per cent claimed super-fast downloads would be worth another £15 per month.
A further 20.2 per cent of respondents said they would pay more for an enhanced service, but were not sure quite how much.
ISPreview.co.uk also carried out research into the amount UK consumers spend on broadband services at present.
Some 34.4 per cent of consumers pay more than £21 per month for online services, 24 per cent spend between £16 and £20 and 20.6 per cent between £11 and £15 per month.
The remaining 20.8 per cent of those interviewed spend £10 or less per month on web services.
Mark Jackson, Editor of ISPreview.co.uk, said the results were "quite encouraging" for the UK broadband sector.
He suggested it is positive that so many people - most of which will be used to paying very little for their current service- would still be willing to pay more for the next generation of superfast connectivity.
However, he noted that the highest demand for super-fast broadband, where people are often willing to pay more to escape years of slow service, usually comes from digital isolated rural areas.
"These are admittedly a lot more challenging to reach," the expert noted.
Latest data from Ofcom suggested that UK broadband speeds jumped by 22 per cent between November 2010 and 2011.
The watchdog's report now puts the average broadband speed in Britain at 7.6Mb, up from 6.2Mb just over a year ago.
It suggested the rise was due to the fact more people are signing up to higher speed packages.