Reliable internet connection becomes top priority for young brits in 2022 - ahead of finding a relationship or going on holiday

  • New research from UK’s biggest network provider EE shows how reliable internet has become a lifeline for younger generation - featuring in their top three priorities for 2022
  • Generation Z see a reliable connectivity as a better investment in their future than bricks and mortar – and when choosing where to live, more important than green spaces
  • Only 2% of Gen Z said they could cope without having reliable internet at home or on the move

EE today reveals how young Brits have placed having a reliable internet connection as a top priority when it comes to spending over the next 12 months.

Almost three quarters (74%) of under 25s - so-called Generation Z - say reliable broadband and mobile internet connectivity is a top priority for 2022, ahead of being in a relationship (51%), going on holiday (70%) or buying new clothes (61%).

Working from home and socialising more online has led to reliable connectivity being key for Gen Z when choosing where to live. One in five (20%) said being able to get online without fuss was the most important thing when choosing a house - ahead of living near good schools, green spaces and low crime rate.

Reliability is the most important consideration for UK consumers when choosing an internet provider (45%) ahead of speed (33%) and trusted brand (12%) and type of connection (11%). Just 3% say positive reviews are key to their decision making.

And only 2% said they could cope without having reliable internet at home in the survey of 2000 UK adults. And the trend looks certain to continue with almost half (47%) of Gen Z consumers saying they expect to rely more on the internet in 2022 than they did this year.

Sharon Meadows, Director of Propositions at EE said: “It’s clear that connectivity is more important than ever before. A reliable connection both at home and on the go is essential for young adults. Being able to get online quickly, without hassle is one of the most important factors in how they live their lives which is what customers get with EE’s Full Fibre, 4G and 5G mobile plans.


EE, named the UK’s best network for eight years running, offers customers award-winning 5G network and 4GEE and 5GEE WiFi broadband devices.


*Survey of 2,000 UK consumers carried out by Opinium between December 17 and December 21, 2021.

Looking forward to 2022, how important would you rate the following priorities for you personally?

PriorityGen Z (important)
Progressing my career77%
Reliable internet connection74%
Going on holiday70%
Making new friends69%
Buying new clothes61%
Putting a deposit on a house55%
The return of my favourite TV show53%
Watching the World Cup52%
Settling down with a partner51%
Getting married43%
Having children40%
Getting a new pet36%


About EE

EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 with it continuing to be the UK’s biggest 4G network and launched the UK’s first 5G network in May 2019.

EE has received extensive independent recognition, including being named the UK's best network every year since 2015 for all the following awards: The Mobile Choice Awards, The Mobile News Awards, The Mobile Industry Awards and by RootMetrics®.

EE’s 4G and fixed line full fibre network supports the demands of fully connected homes as well as small and medium businesses with speeds up to 900Mbs. EE is committed to being number one for service in the industry and continues to be the least complained about broadband provider as recognised by Ofcom.

Its retail presence exceeds more than 600 shops across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.

EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. 

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