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A study of 2,000 adults found 23 percent believe life is too short to settle for anything but the best. A fifth admitted they don’t want to lower their standards, while one in six feel they deserve the finest things in life – from ketchup to gin. Wi-Fi quality, bed size and chocolate brands were also in the top 50 list of things people refuse to compromise on.

The study, commissioned by full fibre broadband provider, Hyperoptic, found more than a third of adults don’t like to settle because they want to get good value for their money.

But almost two thirds have had to find a middle ground at some point in life, with 75 percent admitting they did so to avoid conflict.

This has included unwillingly compromising on the car they drive (26 percent), the hairdresser they go to (16 percent) and their restaurant of choice (26 percent).

This decision left 24 percent feeling frustrated and 23 percent unsatisfied.

Charles Davies, spokesman for Hyperoptic, said: “There are clearly lots of areas in life people don’t want to compromise on which shows how much we rely on things and everyone has their own preferences.

“In an era where there are endless choices at the touch of a button thanks to online shopping and comparison sites consumers are more informed than ever on what they can get for their money.

“People know what they want and they shouldn’t have to compromise to get the best quality of something – if they shop around they can get a premium product that is equally good value.”  

The study also found further areas people refuse to accept anything but the best include shampoo and conditioner brands (25 percent), teabags (24 percent) and cuts of meat (17 percent).

And of the 43 percent who have worked from home this year, more than half have realised they can’t compromise on their Wi-Fi quality.

Other areas people are less likely to settle on now they are at home more are their utility provider (13 percent) and the quality of their desk chair (28 percent).

But more than half of adults are most likely to make a compromise for their partner, while a third would do so for their child.

Although settling for second best has also resulted in 13 percent feeling ‘short-changed’.

Other situations which have resulted in people feeling cheated include the quality of their mobile phone (12 percent), paying public transport costs (22 percent) and utility providers (17 percent). 

It also emerged more than half of adults would be encouraged to compromise on something if it meant saving cash and 44 percent would do so if it meant getting more value for their money.  

Although a quarter of those polled via OnePoll believe the cost of something reflects the quality of it.

But with talk of an upcoming recession, 23 percent are looking to save money in areas of life, but preferably without compromising on standards.

Charles added: “People understandably don’t want to compromise if it means losing out on quality, but similarly everyone is always looking for ways to save money.

“It’s surprising to see the respondents of the survey are willing to pay as much as £13 a DAY for quality, reliable Wi-Fi connection and clearly don’t want to compromise on it.

“Consumers can pay a tenth of that daily for our gigabit broadband connection.” 

Top 20 things Brits refuse to compromise on:

1. Quality toilet paper

2. Mattress quality

3. Brand of coffee

4. Wi-Fi broadband connection quality

5. Brand of chocolate

6. Shampoo/conditioner brand

7. Brand of ketchup

8. Brand of teabags

9. What to watch on TV

10. Mobile phone brand

11. Brand of crisps

12. Baked beans brand

13. Supermarket choice

14. Brand of mayonnaise

15. Hairdresser e.g. senior stylist

16. The size of their bed e.g. king size

17. Holiday destinations

18. Choice of paint colours when decorating

19. The amount of sleep they get each night

20. Cuts of meat

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