Up to two-thirds of UK broadband subscribers could switch to a new provider during 2013, a new study has indicated.
Research conducted by ISPreview.co.uk found that 32.3 per cent have already decided to switch broadband provider in the coming 12 months.
This could be in order to consolidate their pay TV, home phone and internet services, or potentially because they are unhappy with an aspect of their current service.
A further 35.8 per cent of respondents said it was possible they may change broadband provider this year, but they are yet to make their mind up.
Just 32.3 per cent expressed complete satisfaction with their existing provider, saying they have no desire to move.
Last year, a study conducted by Roy Morgan Research offered insight into why exactly customers choose to switch.
In 48 per cent of cases, subscribers did so in order to enhance their customer experience, the firm discovered.
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).
Earlier last year, Ofcom proposed a set of new 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; a period of time it considers to be far too long.
Ofcom Chief Executive Ed Richards said smooth switching processes are "essential" to ensure consumers can change provider 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.
Mr Richards added it is essential that people are able to switch easily to exercise their choice.