UK consumers would prefer to cut back on their food expenditure than give up their broadband connection, it has been reported.
In a study which highlights the growing importance of broadband deals to society, Sky News found that people would also scrap their holiday plans and eating out plans first.
Research Analyst Michael Garland told Sky News Online that there is "increasing concern" among consumers over the state of their finances.
"Uncertainty surrounding job security, combined with rising costs for commodities such as food and drink, petrol, and electricity and gas have led to money worries for many," he commented.
However, the study indicates that broadband is increasingly viewed as an essential accessory, rather than a luxury, in the modern, digital age.
In a separate study, Clydesdale Bank has found that 92.7 per cent of Scottish consumers would only give up the internet as a last resort, up from 75 per cent in 2009.