Another reason to develop mobile first websites and apps, and focus perf testing on both overall page weight and high latency connections.
Many less well off folk have annual or multiyear deals (which include handsets) so the cancellations would come at end of term for most.
I suspect the issue at hand is that a fast growing number of people simply can't afford non-essentials, and in the process of deciding what's absolutely necessary and optional, access to the Internet may not be a necessity when rent, food and energy (including fuel) consume every penny you earn (or, more than you earn, there's a increasing trend of short term loans being taken out to pay bills, which will come home to roost).
There is a saying that if you don't have money you need connections, so as it gets tougher, communication becomes critical.
In particular missing a message from your bank alerting you of a operation that could get rejected, getting mail from social service of paperwork you need to get in order, alerts for tax deadlines etc. are essential.
On the other end of the spectrum, keeping in touch with your buddy's friend who's a garagist and can fix you in a pinch, keeping an eye on your elderly in case they fall short of something, answering the call when your neighbour needs you to see their kids for an hour or two as they have an emergency is also critical.
I use one when I'm working in/visiting England, as it's usually just a month at a time.