A new survey has found that O2 is the most consistent broadband provider in the UK when it comes to informing potential customers as to the actual speed that the service will be capable of delivering in the context of their specific location.

In a study carried out by industry regulator Ofcom, O2 staff were far more likely to give prospective business broadband clients information about the download and upload speeds that the provider could realistically offer on a given line without being prompted by the interested party.

O2 automatically gives out its predictions regarding connection speed in 54 per cent of calls, which is significantly more often than its major rivals in the business broadband market.

The least transparent provider was found to be BT, which would only let customers know as to the real speeds on offer, without being asked, in about 28 per cent of cases. Sky did not fare much better, giving accurate predictions as to download and upload speeds in 39 per cent of sales situations.

The number of calls in which firms confirmed that the speeds given were only estimates came to 40 per cent and in 31 per cent of calls, the customer was informed of other potential hurdles which could significantly reduce the connection speed in real terms.

A spokesperson for Ofcom said that the organisation was generally pleased with the figures, which show a rise in the number of callers who are being given specific, accurate and honest information as to the speed and quality of broadband service that a provider can offer before they commit to a contract. However, the organisation also believes that more can be done in this area.

Simple Broadband’s Communications Manager Simon Gerrard commented: “O2 is proving itself to be one of the most trustworthy broadband providers in the UK, for both home and business users, setting the bar for other providers.”