Many fixed-line broadband customers are failing to get the best deals because they won't haggle with their provider, new research has found.
According to a survey by ISPreview.co.uk, 43.2 per cent have never tried to negotiate with their broadband provider for a lower price.
Some 16.9 per cent said they were discouraged because they felt it would be too time-consuming, while 16 per cent said they dislike dealing with call centres.
In addition, 15.6 per cent were deterred because they believed they would feel awkward and 14.2 per cent deemed it easier to simply switch to another company.
However, the survey also showed that 56.7 per cent of respondents have actually saved money by negotiating with their broadband provider for a lower price.
"Sometimes the easiest way to save money on your broadband and phone service, especially if you’re happy with your current provider, isn’t by switching to a different [provider]," ISPreview.co.uk said.
"Many of the United Kingdom’s largest broadband and mobile providers also run a dedicated retentions department and if you know what you’re doing then a simple phone call is often all it takes to save money."
ISPreview.co.uk noted that since many of today's headline deals and discounts are designed to attract new customers, existing customers can end up feeling neglected and "forced to face a frustrating future of annual price rises".
As a result, it believes loyal customers have "nothing to lose" by calling their provider and trying for a discount.
"One call could save you a fair bit of money and a lot of hassle, as opposed to switching ISP every other year," ISPreview.co.uk added.
The findings come after Citizens Advice warned that loyal broadband customers are paying a swingeing premium for sticking with their provider after introductory rates end.
Figures showed that the prices of the cheapest broadband deals go up by £113 a year - or 43 per cent - on average after their initial low-cost teaser rate comes to an end.