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Study Suggests Home Broadband More Important than Sex in UK

Wednesday, February 20th, 2019 (1:55 pm) - Score 3,918

A new survey of 8,000 people living across eight European countries, which was commissioned by cable ISP Liberty Global (Virgin Media), has examined the value of home connectivity to consumers and found that broadband (inc. WiFi) scores higher than sex, holidays, favourite TV channel(s) and chocolate.

Overall 38% of consumers said they valued the “collective” benefits of their home broadband service the most (defined as coverage, network quality and innovation), while 33% said they valued its individual benefits the most (speed or bundle size), 16% said price and 13% opted for flexibility.

Respondents to the A.T. Kearney survey (here) were then asked how much they’d have to be paid in order to give up their home broadband and WiFi connection for an entire year. Interestingly the results revealed a generation gap. For example, people aged 18-29 would demand €32,500 Euros, while those aged 50-65 would only demand €9,000.

A similar question was then asked across a range of other items, including home broadband, sex, holidays, favourite TV channel(s) and chocolate. The results revealed that people in the UK would expect to be paid €16,800 to forgo home broadband for a year, which was followed by sex (€11,200), holidays (€11,200), favourite TV channel (€2,200) and chocolate (€1,100). Interestingly sex only ranked top in Poland and Switzerland.


Delving further into the link between price and investment in high-quality home broadband services, the report concludes that there is a positive relationship between price levels, investment and benefits delivered to society. It identifies a virtuous circle where positive revenue developments through price create headroom for investment, which in turn impacts on further revenue generation (i.e. investment in broadband is higher in countries where consumers pay more for their service).


Manuel Kohnstamm, Chief Corp Affairs Officer of Liberty Global, said:

“We’ve commissioned this research to shine a light on what consumers think is important about their broadband and WiFi services.

In particular, the report’s key finding that price is lower down the list of priorities for consumers suggests that regulators would do well to find policies that successfully balance all prevailing factors valued by broadband users – including coverage, network quality and innovation – rather than narrowly focusing on the pricing of such services.”

Admittedly none of this changes the fact that consumers remain highly sensitive to changes in price, particularly in the UK where many have become use to rock bottom discounts being the order of the day when hunting for a new service (not uncommon for an aggressively competitive market). Nevertheless some operators argue that pricing too low can also make it harder for operators to invest in upgrading their infrastructure.

Leave a Comment
11 Responses
  1. Avatar captain.cretin

    An awful lot of married men answered this poll !!!

    Not me, obviously!!

  2. Avatar Forced Celibate

    Well the reasoning behind this is simple. Years ago people used to rent “exotic videos” from the adult section of your local video library. Now where are they even more widely available?? No Internet = no exotic viewing

    For the younguns out there you just know exotic viewing as pr0n!!!

  3. Avatar SuperFast Dream

    …and there was me thinking I had missed out on the latest ISPreview Poll for a moment!

  4. Avatar Anon

    it’s a lot easier to watch porn online than to get someone to have sex with you. Hence the need for faster internet – how else can you power you 8k VR wankmaster 3000 fleshlight

  5. Avatar 5G Infinity

    So is Virgin Media suggesting it should just put p0rn on all its channels as that is what people want to watch?

  6. Avatar Name

    Did your home broadband tell you ever it has migraine?

  7. Avatar Rob

    Sad people who think good broadband is better then a good sh@g..

    • Avatar GreenReaper

      A good Internet connection can cost less than a pound a day. It’s there for you as long as you want it, and leaves when the contract is over. Maybe with a little complaining, but nowhere near as much angst as the alternatives.

      We’ve been going about foreign aid all wrong. instead of giving out condoms to help people control their fertility, we should just give out free WiFi.

    • Avatar Anonymous

      People who obviously think that constant internet access (cat videos ??) is superior to occasional actual sex, or the sudden outbreak of asexual individuals that are now around. (self-explanatory)

      Or it could even be that online porn has overtaken the desire for actual sex?

      Too vague of an article

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