New research has revealed that almost three-quarters (73%) of adults claim their UK broadband provider fails to explain the product sufficiently. Despite Ofcom guidance on making broadband speeds clear to consumers at the point of sale, one in six (17%) adults added that their ISP did not explain the technical aspects - such as speed - at all when buying the service.

The Moneysupermarket survey also found that a lack of appropriate information means consumers are often left to make uninformed decisions about which product they should choose. This can lead them to go for the cheapest, fastest or easiest option, whether that is the right deal for them or not.

Some 22% of consumers go for the cheapest broadband deal first, while for others (18%) speed was deemed to be their first priority. Just 32% of respondents found that their ISP offered the most suitable deal for their needs.