Modern day essentials: internet tops the list of things we can't live without

• 12 per cent of people say they could comfortably go longer without food than social media  
• One in eight (13 per cent) say they cannot comfortably go without internet access for more than an houR
• As a nation, we are more comfortable without friends and family than internet access
   

The internet is the most essential day to day comfort that Britons say they can’t live without, according to new research1 from Direct Line Home Insurance1. 

A bath and TV complete the top three essential items, leaving comforts like a daily coffee or make-up further down the list.

The research also highlights the importance of technology to Britons on a day to day basis, with just under half (48 per cent) admitting they could comfortably go longer without seeing their family than using the internet.

Direct Line home insurance compared the length of time respondents could comfortably be without a range of basic human essentials, such as food and water, with modern day technologies and found for many the latter was of greater importance. 

One in eight (12 per cent) said they could comfortably go without food for longer than they could go without social media and over half (51 per cent) could go longer without seeing their friends than using their mobile phone. 

Direct Line commissioned the research to support its home insurance policy benefits, which ensure that, should any of a customer’s essential items be lost or stolen2, replacements will be ready to send within just eight hours. Customers are also offered the choice of receiving brand new replacement items delivered to their door, or the equivalent in cash3. 

Katie Lomas, head of Direct Line Home Insurance, commented: “What we deem to be ‘essential’ is an extremely personal choice, and something that varies between individuals. For the average person, technology now dominates their list of essential daily comforts, perhaps because we are so reliant upon these items and enjoy the luxury of being connected.

“Whether it’s a laptop, washing machine or a set of golf clubs, our essentials service allows us to understand and prioritise the items that are fundamental to our customers’ day to day living. By allowing them to choose how, when and where these items are replaced, it enables us to offer a personalised service without the additional premium.”

Psychotherapist and health writer, Christine Webber, said: “If we didn’t know already, we certainly know now, from Direct Line’s research, just how vital the internet has become in our day-to-day lives. The ability to check facts and find information - as well as be in touch via social media with friends and family wherever they are in the world - has become our Number One essential for 21st century living. I am pleased though to see that a bath comes second in our list of essential items. There are few situations or worries in life that cannot be improved - at least to some extent – by soaking in a hot and fragrant bathtub.”
 
“People lead stressful lives these days, so to actually identify what their essential comforts are is a useful exercise. Having a ‘go to’ activity or object that always delivers good feelings for us, can be a source of great comfort.”

Direct Line’s study highlighted that for many people, the amount of time they could comfortably be without technology was very limited. One in eight (13 per cent) felt they couldn’t comfortably go more than an hour without their mobile phone and similar numbers said the same about access to the internet. TV (eight per cent), laptops and computers (eight per cent), social media (six per cent) and music players (five per cent) were also highlighted as things they wouldn’t wish to go more than 60 minutes without.
  
Top 15 most essential items for day to day living:

1. The internet / wifi
2. Bath / shower
3.  TV
4. Laptop / tablet / iPad
5. Car
6. Mobile phone / smart phone
7. Pet cat or dog
8. Washing machine
9. Tea
10. Coffee
11.  Book(s) / eReader / Kindle
12. Comfy sofa or chair
13. Make up
14. Newspapers/magazines
15. Chocolate
    
      ENDS
    
    Notes to editors

 1 Research conducted by Opinium Research online amongst 2003 UK adults, 3rd – 6th October 2014. 
2 Applies to theft claims and accidental loss up to £3000, once photographic evidence of ownership is provided.   Personal Possessions Cover needed for items lost or stolen outside the home. Cover limits apply. Claims line open Mon-Fri 8am-8pm and Sat 9am-5pm.
3 Cash payments are limited to the cost of the replacement to Direct Line by our preferred supplier. Cover limits apply. Delivery available UK mainland only. Subject to stock availability.

For further information please contact:

Claire Foster
Direct Line 
claire.foster@directlinegroup.co.uk  
0165 1831672

Charlotte Pascal
Citigate Dewe Rogerson
Charlotte.pascal@citigatedr.co.uk 
0207 282 1021

Direct Line
Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line. 
Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. 
Direct Line and UK Insurance limited are both part of Direct Line Insurance Group plc.
Customers can find out more about Direct Line products or get a quote by calling 0845 300 7838 or visiting www.directline.com