Inflation has returned to the historical average of around 2.5% per year, but we’ve experienced several years in a row of much higher-than-average inflation. In times of inflation and rising prices, consumers and businesses normally cut back on expenditures.

For years, I’ve believed that broadband and cellphones usage is somewhat immune to inflation, meaning that people don’t ditch these services unless they have no other choice. In a very ad hoc and non-scientific poll, I’ve been asking ISPs about the impact of inflation on customer subscription rates. Many small ISPs don’t do an exit interview with customers who are disconnecting, so they don’t always know why they lose customers. But no ISP I talked to said that they were aware of losing any significant numbers of customers who could no longer afford their broadband plan.

For a more detailed look at the question, I found a survey done by Recon Analytics in April 2023 at the height of inflation. The survey asked consumers the kinds of expenditures they expected to cut back in a time of increasing prices.

The responses were what you might expect. About 20% of households said they didn’t plan to cut spending. But most respondents said they would trim expenses. The biggest category of planned savings was to reduce dining out, and 50% of respondents said they planned to dine in-home more. Next on the list was clothing, with 39% of respondents saying they would buy fewer clothes. 19% of respondents said they would cut back on streaming video and audio services. 16% of consumers were considering cutting the cord on linear cable TV. 14% of consumers planned to cut back on driving and gas costs. 14% of consumers were going to cut back or cancel gym memberships.

Only 8% of consumers planned to cut back on home internet or cellphone expenses. A deeper dive into these customers showed that customers planned to save money without discontinuing service. Some households planned to switch to less expensive broadband or cell plans, which probably explains a lot of the success of FWA cellular broadband. Some consumers planned to downgrade broadband to a slower speed tier. I saw a different survey that showed that people were hanging onto cellphones longer before upgrading.

The survey found almost nobody willing to discontinue broadband or cellphone usage completely. This is a testament to how embedded broadband and cellphones are in our lives. The average American adult spends an average of over 7 hours per day online – which is evenly split between computer and cellphone usage.

Most of us have good reasons for not wanting to lose broadband. At the end of 2023, over 12% of U.S. employees worked remotely. A huge percentage of homes use broadband for entertainment to stream video and music. 70% of American adults use social media. Three out of four Americans plan games online. Most households now bank online. An increasing number of people use telemedicine. And who doesn’t shop online?

Since I’m in the broadband business I often talk to folks about these issues, and it’s become clear to me that people value broadband as much as they do having electricity and water in their homes.