Price and speed are the most influential factors when UK consumers choose a broadband deal, a study has indicated.
A European Commission (EC) study found that 63 per cent of Brits see price as being a key issue, while 40 per cent think the same about download capabilities.
Customer service was the next-most frequently cited concern, identified as being a consideration for 26 per cent of Brits.
Other factors include usage allowances (21 per cent), the cost of installation (21 per cent) and the cost of equipment (20 per cent).
Across the European Union as a whole, price was deemed to be a major issue for 71 per cent of consumers, with 44 per cent concerned about speed.
EU-wide, the availability of internet alongside TV and home phone services was deemed important, with 28 per cent influenced by the availability of broadband bundles.
In the UK alone, just 19 per cent cited bundle availability as being a major factor in their decision making.