Despite Brits cutting costs in an attempt to get through the credit crunch, Microsoft consumer and online UK's managing director and vice-president, Ashley Highfield, has suggested that broadband remains a utility in demand.
Mr Highfield was addressing delegates at the Intellect Annual Regent Conference 2009, where he said that subscription-based TV, rather than broadband internet, looked like taking the hit of the economic downturn.
"What they're not doing is spinning down from broadband," he said.
"There has been no evidence so far, and I don't believe there will be, of anyone giving up broadband anymore than anyone's going to give up water or electricity."
According to Ofcom's The Communications Market 2008 report, Brits spent £93 per month on communications bills in 2007, which represented a 1.6 per cent fall from the previous year.