Almost half of web users are not satisfied with the service from their ISP, says uSwitch.

The comparison website also revealed that Brits are more concerned about the speed, value and service, rather than the brand identity, leading many to ditch well-known ISPs in favour of smaller start-up companies.

O2 was identified as the ISP with the best overall customer service after 92 percent of their customers said they were happy with the service provided.

"We took our time coming to market with O2 home broadband to place the necessary emphasis on getting the customer experience right. We're grateful to our customers for recommending us," said Peter Rampling, marketing director at O2.

uSwitch also revealed that in the UK, the average broadband bill is now 5 percent cheaper than this time last year, while the average connection speed is 18 percent faster than in 2008.

"Overall, customer satisfaction is up 4 percent on last year and we have seen the highest ever score from O2, which is great news for consumers," said Steve Weller, communications expert at uSwitch.