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The majority of British consumers see broadband services as being more essential than financial protection products, it has been reported.

A new study conducted by Scottish Windows reveals that consumer products such as broadband deals and mobile phones are deemed as being more important than critical illness cover, income protection and life insurance.

More than 5,000 people were questioned on their immediate spending priorities, with 69 per cent of respondents describing broadband access as essential.

And while nearly seven out of ten people described an internet connection as all-important, just 35 per cent of respondents thought the same about financial protection in the event they are unable to work.

Just 15 per cent of interviewees said they would be prepared to spend less on their broadband package if financial circumstances dictated.

Back in December, a study conducted by Sky Broadband indicated that 41 per cent of men would be willing to give up chocolate for a month, while 29 per cent would do without alcohol.

However, fewer than one per cent would be prepared to go four weeks without using their broadband connection.

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