British consumers are as keen as ever to bag themselves a bargain, according to one UK broadband provider.
Research conducted by Plusnet suggested that product pricing and value for money remain as important as ever to UK customers.
Some 50 per cent of those surveyed said they take pride in knowing they have paid less than the going rate for goods or services.
In the north-east of England, 61 per cent said they were proud of getting a bargain deal, although this figure drops to 39 per cent in the south-east.
Jamie Ford, Chief Executive Officer at Plusnet, said people are looking at ways of saving money, but believe they should not have to compromise on quality to achieve this aim.
"We pride ourselves on offering value for money products, with a first class service," he stated.
Earlier this month, Plusnet launched a new range of unlimited broadband deals, across both its ADSL and fibre internet offerings.