Broadband subscribers in the UK are paying less for more, Ofcom has stated.
According to a new report by the watchdog, average monthly home broadband data use grew from 8GB to 97GB between 2008 and 2015.
Furthermore, average connection speeds rose from 4Mbps to 29Mbps. At the same time, average mobile data use went up from 0.1GB in 2011 to 0.9GB in 2015.
However, the amounts people are spending on telecoms and TV services has come down during the same period.
Indeed, figures showed that in the decade to 2015, average monthly household spending on fixed broadband, landlines, TV and mobile services came down by nine per cent.
The price of entry level bundles in particular has come down by a notable amount in the last few years.
Figures showed that between 2009 and 2016, the average price of the cheapest landline and superfast broadband bundles offered by major internet service providers fell by 25 per cent.
At the same time, there was a 16 per cent drop in the average price of a triple-play superfast bundle with pay TV.
Nevertheless, Ofcom did warn that some people could still be paying over the odds.
"While most consumers can receive value by shopping around, not all consumers benefit from price competition," the regulator observed.
"In particular, complexity in the market can make it difficult to understand what is on offer, while the penalty for not participating effectively is increasing as communications providers focus on targeting offers at engaged consumers."
Ofcom said this is particularly concerning as it is most likely to affect older people or those on lower incomes.
The watchdog added that since older consumers may struggle to navigate the market and are often not engaged with it, they are "less likely to benefit from price discounting".