The total number of broadband users in the United Kingdom exceeds 30,000,000 people. Of these 30 mil, how many do you suppose are paying the lowest price available for their broadband connection? Would it surprise you to learn that fewer than 10% or three million of the United Kingdom’s broadband buyers are paying the optimally low price?
 
This is astounding but true. Almost every broadband user in the UK has somehow accepted an unheard of degree of complacency. Considering that we are the same people who question the cost of an additional fried slice with our breakfast, these numbers are amazing.
 
If we do not compare costs for broadband there will never be forced incentive for broadband providers to lower prices. And if not lower the prices at least offer a greater degree of service and reliability.
 
With savings achieved by price shopping broadband connectivity averaging 200 pounds per year and that figure potentially doubled when services are bundled with home phone and television taking the 15 minutes or so required for broadband comparison appears to be a very wise financial decision.