Nearly two thirds (64 percent) of Brits believe price is the most important factor when chosing a broadband phone supplier, says Plusnet.

Research by the UK ISP revealed 12 percent claim customer service influences which provider they pick while 10 percent admitted the ease of setting up to a new service was the most important factor in choosing their provider.

"To many households, phone and broadband has become as important as gas and electricity. It is clear that people want a service that is value for money and at the same time easy to use," said Jamie Ford, CEO of Plusnet.

"At Plusnet, we strive to give customers what they want; an honest, straightforward service at seriously competitive prices. In fact, if you find a better price for standalone broadband, we'll match it."

The ISP is currently offering half price broadband for 12 months when new customers take its home phone service.