To help push its "Joggler" device, O2 has released results of its first "O2 Digital Families report", that apparently reveals just how important technology is for UK households.
So important, in fact, that most of the 500 families involved in the study told O2 they would rather cut down on food and utility bills than their internet connection.
The research found that 40% of UK families now spend 10% of their household budget on gadgets with the average UK home now boasting 2.4 TVs, 1.6 computers, 2.4 games consoles, 3 mobile phones and 2.2 MP3 players.
O2 says 60% of parents claimed that "technology such as email and mobile phones helps us communicate better as a family", with 79% stating that mobiles make organising family life easier.
In addition, one in three parents claimed access to email and the Internet on the move makes it easier to balance work and family responsibilities - with only 6% saying it made it harder.