Internet service providers (ISPs) should aim for greater parity between broadband prices in urban and rural areas, according to an online self-help service.

Michael Phillips, product director for BroadbandChoices.co.uk, said that the main providers all currently offer better deals for people who live in more populated areas.

"The evidence is there that people in more outlying regions are actually adopting broadband in higher numbers," he continued.

"So the suppliers need to get in there and invest in local exchanges, so that there's not this disparity… If you don't live in a supplier's given area, it can cost you up to £10 more per month."

Mr Phillips went on to add that ISPs need to address the digital divide that they have created by having regionalised pricing.

According to an Ofcom report released last week, 59 per cent of households in rural areas now have broadband compared to 57 per cent of urban areas.

This indicates that rural access to broadband has surpassed urban access for the first time, says the organisation.





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