- 76% of people now consider broadband an essential utility;
- More than a third (36%) say they couldn’t live without the internet;
- 12% would go without heating for a week rather than lose the internet for the same time period;
- Nearly one in 10 (8%) would sacrifice heating for a month.
New research* from Gocompare.com Broadband has found that people would put online browsing ahead of keeping warm, with nearly one in ten (8%) willing to sacrifice heating their home for up to a month in exchange for an internet connection despite the colder, darker nights creeping in.
The study by the comparison site revealed that more than three quarters (76%) of British adults view broadband as an essential utility, with around a third (36%) saying they couldn’t live without it.
The study also uncovered how broadband has become a deal breaker when it comes to property, with one in five (20%) saying they wouldn’t buy a house if it had a poor internet connection.
When faced with the choice between losing the internet or not having heating in their home for a week, one in eight (12%) said they would rather have broadband, with 8% saying they could go without heating for a month as long as they had internet.
Younger adults (18 – 24) were most likely to forgo heating in favour of broadband, with nearly a quarter (23%) willing to go without heating for a week and 15% happy to be left in the cold for a month. However, it was the over 65s who valued the internet the most, with 81% saying they thought it was an essential utility.
Ben Wilson, from Gocompare.com Broadband said: “These figures highlight just how important the internet has become in our daily lives, with the majority of people now considering it an essential utility, like energy or water.
“With the growth of online-based services, such as banking, grocery shopping, TV, tax and utilities, it’s understandable that consumers are beginning to feel more reliant on the internet than ever before.
“Ultimately, the best way to get a good deal on anything, whether it’s car insurance, Christmas presents or even flights, is to get online and shop around. Likewise, when it comes to financial services and energy most of the best deals are offered to new customers and those who are willing to manage their accounts online.
“The internet has quietly become a vital part in many people’s day-to-day lives and as such it’s now more important than ever to make sure you’re with the right provider at the right price. Whether you’re using broadband at home for personal use or running your business, make sure you’re regularly seeing what’s on offer from other providers, especially if you’ve been with your existing one for a few years.”
For more information on broadband and to see how much you could save visit Gocompare.com.
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Notes to editors:
*On 15 October 2016, Bilendi conducted an online survey among 2,000 randomly selected British adults who are Maximiles UK panelists. The margin of error-which measures sampling variability-is +/- 2.2%. The results have been statistically weighted according to the most current education, age, gender and regional data to ensure samples representative of the entire adult population of United Kingdom.