Web traffic monitoring company Hitwise revealed that the term 'broadband' was the top product search term last month, with a 35 per cent increase compared to last year.

According to Hitwise, BT is the most searched for broadband provider, while newer entrants such as 'bulldog broadband' and 'virgin broadband' have been gaining ground.

More than half of searches for 'broadband' saw people going to sites comparing broadband deals, such as www.broadbandchecker.co.uk and www.ukoffers.com, the figures reveal.

According to Office of National Statistics, broadband take-up had increased 20 per cent in the twelve months to September.

Heather Hopkins, director of research for Hitwise UK, said: “Increased broadband take-up is a contributing factor to the online retailing boom that we are witnessing in the lead-up to Christmas.

“Prices for broadband access have been falling as connection speeds have been increasing. Competition is fierce among broadband providers and increased advertising offline is raising awareness about falling prices.”

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