UPC has unveiled faster internet access for its consumer market, doubling its basic broadband speeds from today.

New customers are being offered 50Mb download speeds as an entry-level package, up from 25Mb previously. The company is also offering 100Mb and 150Mb packages, eclipsing its previous top speed of 100Mb.

Existing customers will be given the choice to upgrade to the higher speed packages, at a typical cost of €3 per month for those on UPC's broadband, TV and phone packages.

UPC has invested more than €500 million in upgrading its network to allow consumers get access to faster broadband. More than 500,000 homes can access the services.

UPC said it had identified a number of trends among consumers, with more people using video and watching for longer, a trend that is expected to grow in the coming years.

Sales and marketing director Mark Coan said the proliferation of devices such as tablets and smartphones was driving the need for more bandwidth, and was behind UPC's decision to increase the speeds on offer. "Consumer bandwidth consumption is exponential," Mr Coan said. "We believe 50Mb is the minimum acceptable speed for consumers."

The company also demonstrated what it said was the fastest internet speeds in Ireland, recording downloads of more than 1.4 Gigabits per second in a live demonstration using standard equipment.

UPC's announcement follows the publication of a broadband plan by the Government, which outlined "ambitious" targets that included the availability of 70-100Mbps broadband to at least 50 per cent of the population within the Government's lifetime. It also said a further 20 per cent of the population should have access to 40Mbps, with a minimum of 30Mbps available to all.