More than two in five broadband customers consider upload speeds - which are often ignored by industry advertising - to be an important aspect of their internet use.
This is the main finding from a recent ISPreview.co.uk study, which revealed upload speeds are 'very important' to almost a quarter (24.4 per cent) of survey respondents.
Another 16.9 per cent said they were of 'average importance', with the remaining 58.5 per cent describing them as 'not important'.
Few UK broadband providers offer information on upload speeds alongside download capabilities in their marketing.
But in the social media age - with more consumers uploading videos, pictures and other content to the internet - there is a case for increased transparency.
In the ISPreview.co.uk study, just 23.1 per cent of respondents said their operator made this information available in their adverts.
Another 32.7 per cent of respondents said they were unsure whether upstream speeds were advertised.
Only 42.3 per cent of those surveyed said they knew the upload speed of their broadband connection.