Britons would rather cut back on meals out and holidays than their broadband connections because they are so keen to stay in contact with other people.
That is according to Meleri Thomas, Communications Manager at Ofcom, who said that it is possible to "argue that consumers are placing a great deal of importance on being able to communicate".
She made her comments in light of new research conducted by the industry regulator, which revealed that only ten per cent of those questioned would reduce spending on broadband in order to save money.
This compared to 41 per cent who would cut back on holidays and 47 per cent who would reduce the number of meals out they had.
Ms Thomas went on to say that the report, which was released earlier this month, also indicated that the introduction of online TV services has encouraged more people to view content via their broadband connections.
"Consumers are watching more TV, using their mobiles more and using the internet more," she added. "They are also using the internet to watch catch-up TV on the internet, especially since the introduction of the BBC iPlayer."