With the number of British broadband subscribers already topping the five million mark, a third of UK households are expected to have connected to the high-speed internet service by the end of next year.

A recent report from Telecom Market's Broadband Subscriber Database reveals that 50,000 new subscribers join each week, attracted by sliding prices in the highly competitive market.

The database shows that of the three million DSL (digital subscriber line) subscribers, about 40% subscribe directly to BT, although most favour ISP subscriptions that currently buy services wholesale from BT.

Database analyst Gareth Willmer forecasts over eight million households will subscribe to broadband by the end of 2005, a tenth of which will opt for unbundled DSLs, whereby providers offer their own equipment in a BT exchange.

Data sourced from: BrandRepublic (UK); additional content by WARC staff