A survey by Which? found broadband customers who negotiate with their provider end up saving an average of £120 a year.

However, out of the 5,000 broadband customers surveyed, almost half said they had never haggled because it was too much hassle or they didn’t think it would save them money.

This is despite more than three quarters of people who did haggle being offered an incentive, discount or a better deal.

For those willing to negotiate a better deal Which? found that there were savings to be made – but new customers are still usually able to get the best deals.

Seven in ten people who had switched provider said the process was easy, even though 27% experienced time without an internet connection as a result.

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Most customers only need to contact one provider – the company they are moving to – and it will take care of the switch. This works for providers using the Openreach network including BT, EE, Plusnet, Sky, TalkTalk, Vodafone and Zen Internet.

However, for those switching to or from a separate network, such as the cable one used by Virgin Media, they’ll have to go through the ‘cease and re-provide’ process, which means asking the previous provider to switch the old connection off and the customer having to coordinate the move to the new provider themselves.

Next year, Ofcom will consult on changes to the switching process with the aim of making the process of changing between providers much easier for customers.

Natalie Hitchins, Which? head of home products and services, said: “Many of us obediently pay our bills throughout the year without ever giving it a second thought but just one phone call or online chat could save you £120 this Christmas.

“There are bigger savings to be had for those willing to switch to a new provider, but even if you are happy where you are don’t be afraid to ask for a discount – it could make all the difference.”