Cable operator Virgin Media has today released the results of an interesting new ICM commissioned survey, which examined the consumer spending habits of 2,005 UK respondents (weighted to reflect the current population). It discovered that broadband was the service that offered the best value for money (64% rated it as 'Very' to 'Fairly' good value) and one that you'd least like to lose.


The study found that 45% of respondents viewed broadband internet access as an essential service and agreed they "could not live without it" (e.g. if they had to cut their entertainment budget). Some 29% said it was "Important" but that they could cut it if necessary, 16% didn't view it as important at all (could easily live without it) and 10% didn't use it.

Essential Entertainment Services (% who couldn't live without it)
1. Broadband (45%)
2. Mobile Phones (28%)
3. Digital TV (20%)
4. Eating Out (9%)
5. Other (6%)
6. Family Trips (5%)
7. DVD / Blue Ray (4%)
8. Cinema (3%)
9. Music Concert (3%)
10. Theatre (2%)

Following in second place were Mobile Phones, with 28% rating them as "Essential" and 32% as "Important but I could cut it". This was followed by Digital TV on 20% and 31% respectively. All of the other areas, such as 'Eating Out' and 'Cinema' visits, were more likely to face the chop during hard financial times.


One reason why broadband does so well, other than the above mentioned areas, is because 90% felt that the service also helped people to save money. Internet access helped people save money by giving them access to use comparison sites (64%), online shopping (63%), auction sites (50%) or getting news online rather than buying newspapers (39%). In that respect the service effectively paid for itself.