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Consumers tend to switch broadband providers in search of improved customer service, it has been reported.

A study conducted by Roy Morgan Research found that 48 per cent of customers who changed service provider did so to enhance their broadband experience.

Customer service beat cost (41 per cent) into second place in the chart, with the third most common reason for switching being the pursuit of a bigger data allowance (33 per cent).

Dr Ross Patterson, the New Zealand Telecommunications Commissioner, said the survey had been carried out to find out if there were any significant barriers stopping consumers from switching providers.

"Switching barriers lead to less competition, higher prices, poorer services and less choice," he commented.

Back in February, Ofcom proposed a new set of measures designed to make switching broadband and landline providers simpler and more reliable.

The UK media regulator found that one in five consumers switching broadband lost their service for about a week - and this is far too long.

Ofcom Chief Executive Ed Richards said smooth switching processes are "essential" to ensure consumers can change providers with confidence.

"Many people think that the current systems are too difficult and unreliable which is why we have made it one of our priorities to tackle this problem," he stated.

Simplifying the switching process should make it easier for consumers to take advantage of the most attractive broadband deals, he suggested.

"Ofcom has improved consumer information on broadband speeds and enhanced competition in the market but it is also essential that people are able to switch easily to exercise their choice," Mr Richards added.

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