Consumer advocacy group Which mined data from its broadband speed checker app to compare what is advertised with what people actually get.
Which seems to have timed the announcement to coincide with new advertising standards that will come into effect next week, apparently prohibiting the use of the slipper phrase "up to" when plugging broadband services in the UK. HEXUS previously reported about the new advertising guideline last month.
Under the new rules broadband providers in the United Kingdom won't be allowed to advertise "up to" speeds unless the speed being advertised is available to at least 50% of households at peak time.
An Ofcom spokesman says: 'You don't always need to pay more to get faster speeds - many people who are out of contract could upgrade their broadband package, often at no greater cost.
Minister for Digital Margot James added: "The new advertising rules are great for consumers - headline "up to" speeds that only need to be available to 10 per cent of consumers are incredibly misleading".
An interesting graphic was shared by Which?, tabulating its results, as reproduced above.
"This change in the rules is good news for customers, who have been continuously been let down by unrealistic adverts and broadband speeds that won't ever live up to expectations".
Low satisfaction among consumers was reported earlier in the year in Which?'s annual broadband survey, which revealed that one in five broadband customers had experienced very slow speeds, with some losing their connection altogether to with some (8%) losing their connection for days or weeks at a time.
Under plans to crack down on rip of practices, phone and broadband customers will soon receive alerts telling them when the have reached the end of their contract, says Ofcom.
However, Which?'s researchers encouraged users to measure speeds using an ethernet cable (so as to check the speed at the router), though some tests may have been conducted over wi-fi. According to Which?'s findings, the closest actual average speed to that what was advertised was seen in packages offering up to 50Mbps; those users saw an average speed of 35Mbps, 70% of the advertised speed.