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).