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Many people are missing out on superfast broadband because they don't always know it is available in their area, an expert believes.

According to research by, 51 per cent of consumers believe superfast broadband is not available in their area.

However, founder of Mark Jackson pointed out that superfast coverage has reached more than 91 per cent of the UK.

"One of the problems with availability is that sometimes a faster network might exist but this could easily be overlooked because people might not be aware of just how much choice really exists in their area," he observed.

"A common mistake is to assume that broadband is all part of one network and as a result, some people may give up the search for a faster connection after a single failed availability check with one ISP."

However, Mr Jackson said Britain is home to a "patchwork" of different network platforms and internet service providers.

For instance, he noted that BT, Sky, TalkTalk and many others generally use Openreach's fixed line infrastructure, whereas Virgin Media and the likes of Hyperoptic and Gigaclear have their own independent networks.

Furthermore, Mr Jackson said there is a "huge variety" of different Fixed Wireless and Satellite ISPs, as well as 4G Mobile Broadband operators.

"Suffice to say that consumers should cast their net a bit wider and run availability checks with a variety of ISPs," he advised.

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