Mobile broadband providers have been urged to take some tips from online retailers if they are to shift more of their products via web-based channels.

A study carried out by international market research firm Global Reviews found the customer experience offered by the websites of UK carriers is lacking.

When assessed against more than 800 criteria - including consumer support and the information available to potential buyers - Vodafone came out on top with a score of 48 per cent.

O2, T-Mobile, 3 Mobile and Orange trailed with 47, 38, 36 and 35 per cent respectively.

In order to meet the public's expectations a rating of 55 per cent is required.

Harvind Bhatti, general manager of Global Reviews, said: "Mobile companies [need] to offer a stronger guided shopping process on their websites to help users to make decisions and purchase mobile broadband."

In the YouGov Dongle Tracker survey carried out in September 2010, 3 Mobile was named the country's top provider, with praise given for its ease of use and connection speeds.

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