An Ofcom report has, once again, highlighted the fact that advertised broadband speeds are still not being met, despite customers stating that speed is more important than price when it comes to their connections.

Using research from uSwitch, the report stated that only 35 per cent of the 6 million people signing up to an 8Mb service get what they are paying for and half of customers state that they are not happy with their download speeds.

Ofcom wants the advertised speeds to be much more transparent, so as web users know exactly what they'll be getting, before they sign up.

But, despite welcoming the new Ofcom rules, Ernest Doku, technology expert at uSwitch warned that it's a difficult measure to implement.

"Unfortunately there’s no quick fix to this longstanding problem," he said. "Broadband speeds are complex as there are so many factors to take into account - the distance from the exchange, the technology used to connect people and, especially in the case of cable, the number users at any one time. It’s perhaps for this reason that broadband speeds have been swept under the carpet for so long."

uSwitch's survey found that O2 broadband customers are most satisfied with 88 per cent approval, and Orange customers were the least pleased at just 63 per cent satisfaction.

Virgin Media, who have the highest average speed at 9.1Mb according to the report, contacted Pocket-lint with a statement from executive director, Jon James:

"Ofcom's latest report is yet another damning indictment that consumers continue to be treated like mugs and misled by ISPs that simply cannot deliver on their advertised speed claims.

"Broadband providers have to base their speed claims on the typical real world speeds being delivered to customers and we support Ofcom’s call for all ISPs to publish the typical real world speeds they’re delivering to customers so people know exactly what to expect and what they’re paying for.

"In a nascent market for next generation broadband, the sub-standard fibre optic services being sold are undermining people’s faith in fast broadband. Consumers shouldn't have to suffer from this speed lottery and have a right to get what they pay for."

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