New research by Ofcom, the regulator for the telecommunications industry, reveals that British consumers obtain an average broadband speed of 3.6 Megabits (Mbs) per second – significantly below advertised headline speeds of 'up to 8Mbs'. A megabit is essentially a unit of information, so the higher the number of megabits that can be transmitted per second, the faster the internet connection.  Over 60pc of UK broadband consumers subscribe to services which promise 'up to 8 Mbs a second', yet one in five subscribers actually receives an average speed of less than 2 Mbs a second. On average the actual speed consumers receive is 45pc of the advertised headline speed.  Consumers in London receive the fastest average speeds, according to the Ofcom report, with those in the north east of England, Wales and Scotland receiving on average the slowest speeds.  Last month Ofcom introduced a broadband speeds code of practice which requires Internet Service Providers (ISPs) to provide an accurate estimate of the maximum speed they can expect when signing up to a service. Over 30 ISP providers have signed up to the code so far, covering 95pc of consumers.  Under the code, if the service you are currently getting is much slower than originally advertised, then your ISP should offer you an alternative package, if there is one, and allow you to switch without any penalties.  In addition to providing an accurate estimate of the maximum speeds consumers will be able to receive, the code says that ISPs must also explain to customers the factors which determine the actual broadband speeds they can receive and give guidance on how to improve speeds. If, for example, you are using the internet at peak times of the day, usually afternoons and evenings, your broadband speed may be slower than usual.  Don Foster, Liberal Democrat Shadow Culture, Media and Sport Secretary, said: "Now that Ofcom has this irrefutable evidence, the regulator must ensure that ISPs comply with the new code and only advertise speeds that they can actually provide.  "The Government must now bring forward concrete plans for modernising Britain's creaking telecommunications networks, particularly in rural areas, before we fall even further behind the rest of the world in broadband speeds."  You can find out how fast your current broadband connection is by logging on to the website www.thinkbroadband.com, which claims to be the UK's largest independent broadband news and information site. This site provides advice and details on the services offered by broadband service providers to help consumers make an informed choice as to who to use as their supplier.  Making sure you are on the right internet package to suit your requirements needn't be complicated, and even if you are happy with your internet speed, it could still pay to review your current deal.  Michael Phillips, product director at website BroadbandChoices.co.uk said: "It is a sad fact that only 10pc of broadband users actually regularly shop around and switch to a better, cheaper deal. Not only are consumers missing out in terms of cost but because broadband services are constantly changing and developing, customers are also sacrificing a better service due to general apathy.  "The average annual saving for someone who switches broadband packages is over £95 so I would urge anyone who hasn't reviewed their broadband package in the last 12 months to make it one of the first things they do in 2009."  Ask your existing provider first if they can offer you a better package than your existing deal, and check that you aren't locked into a contract – if the answer to both these questions is no, then it may well be time to look elsewhere. Several websites enable you to compare broadband prices and then switch online, including the Telegraph Digital Saving Service.  Before switching, you need to decide which type of service is most appropriate for your needs so you don't end up paying over the odds. First think about how you actually use the internet. For example, if you regularly download large amounts of data, such as films, for example, then a service offering up to 20Mb per second with unlimited downloads is likely to suit you best. If, however, you just want simple downloads and basic web and email access, a 2Mb service is likely to be sufficient and will usually cost much less. A service of up to 8Mb is useful if you want to send photos or regularly download files.  If you are in a position where you can switch to an 'all-in-one' package, where you get your television, phone and broadband from the same provider, you could potentially save more money.  For example, website www.moneysupermarket.com claims that consumers could save up to £450 a year by getting their broadband, television and home phone deals from the same provider. Despite these substantial potential savings, over two-thirds of adults do not use the same provider for these services, and as a result could be wasting as much as £40 a month on stand-alone products.  Ofcom has published a guide for consumers on the steps they can take if they are unhappy with their broadband speeds which can be found at: www.ofcom.org.uk/advice/guides/bbspeeds.pdf.  If you have a complaint against your internet provider, and you don't get a satisfactory response from them, then you should contact the Office of Telecommunications Ombudsman (Otelo) at www.otelo.org.uk. Otelo provides a free and independent service designed to sort out disagreements between public communications providers and their customers. If the Ombudsman rules in your favour, it may ask your internet provider to offer you a product, service or some practical action that will benefit you, an apology or explanation, or some financial compensation.  If your provider is not a member of Otelo and you are unclear as to how to take your complaint further you may wish to contact the regulator Ofcom for their advice.
Millions of internet users receive broadband much slower than speeds than    advertised, according to regulatory authorities, but you can cut costs and    get a better deal.