Broadband subscribers can potentially save money if they do their shopping over the internet, TalkTalk has claimed.
Tristia Clarke, Executive Commercial Director at the broadband provider, said the divergence between online and offline shopping prices is continuing to increase.
She pointed to TalkTalk’s Digital Retail Price Index, which reveals prices are falling online at the fastest rate since 2007.
The index shows that prices charged by online retailers fell by 1.2 per cent during the fourth quarter of 2012 - at a time when Retail Price Index inflation exceeded three per cent.
Falling online prices are "great news for consumers", Ms Clarke claimed.
"The difference between online and in-store inflation is likely to persist as high street retailers struggle to manage their transport, energy and labour costs," she stated.
Ms Clarke said the 7.5 million UK adults who are not already online "need to know what they are missing out on".
With household budgets under pressure, families can make real savings by shopping online, she claimed.