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Brits luv broadband. True

Fast net access most important innovation of the last decade

Combat fraud and increase customer satisfaction

Britons believe broadband connectivity to be the product that has most changed their lives over the past ten years.

So says a survey of 2243 adults "weighted to represent UK population" carried out by a marketing consultancy you've never heard of on behalf of a management consultancy you've also never heard of.

Punters placed home broadband at the top of the chart, scoring it 192 points out of 300, a rating that places the service well ahead of second-placed entry, online shopping, which garnered 94 points.

Google alone took third place, scoring 54 points.

Other such significant contributors to Britons' wellbeing include chip'n'pin, digital cameras, online comparison sites, community recycling, health-centric food labels and low-cost air travel.

Most folk favoured services that saved them time or money, they indicated, rather than rate products for their technology alone. But they generally rated usefulness above all, so it's not at all surprising that fast, always-on internet access scored so highly.

The decade's most disliked "innovations" proved to be reality TV - odd, given how many Brits watch the wretched stuff - closely followed by Facebook, pop-up advertising, Twitter, automated phone systems, congestion charging and plastic bags you have to pay for.

Rounding out the list were some bizarre entries: DVD subscription services, tracker mortgages and public bike schemes, all of which while one might not care to use surely don't warrant actual hatred.

Bad luck, Boris. ®

Combat fraud and increase customer satisfaction

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