More than four in ten consumers have not switched their broadband provider at all in the last five years, a new survey has found.
According to research by ISPreview.co.uk, 41.9 per cent have stuck with the same provider since 2012.
Figures also showed that only 29.8 per cent of people have changed providers once during this period, while 15.2 per cent have done so twice.
The findings are interesting given that a considerable proportion of respondents were not happy with the superfast broadband services they were paying for.
Some 29.6 per cent of superfast broadband subscribers said they were dissatisfied with the speeds they were getting.
The survey also indicated various reasons why many households have not yet upgraded to a superfast connection.
More than half of those without superfast broadband said they had not upgraded because it is not available in their area, while more than a fifth said it is too expensive.
ISPreview.co.uk noted that the concerns over the availability of superfast broadband are interesting, since the government has estimated 92 per cent of UK premises should now be within reach.
However, it acknowledged the findings may reflect a higher proportion of votes from poorly served rural areas.
"Many people have already upgraded and those that are left are thus more likely to be in this camp," ISPreview.co.uk observed.
Ofcom recently reported a surge in the number of homes with superfast broadband connections over the last year.
According to the watchdog, around eight million homes - or 27 per cent - had average download speeds of 30Mbps or more a year ago. However, the figure now stands at 9.1 million - or 31 per cent.
The average download speed of a broadband service in the UK rose from 29Mbps to 37Mbps - an increase of 28 per cent.
Ofcom said this not only reflects better coverage, but also an increase in people opting to pay for faster broadband packages.