Chysalis, the three tiers that we have with NTL each have a different upload speed and it can be that the highest tier is required by some customers because it has a much higher upload than the other two. These users may do very little downloading at all.
Some users may only want to download a few very high quality images each month but cannot afford the time to wait for the slower speed tiers to download them.
Web browsing may not be much different on the three tiers but many a time whilst just browsing you get a link which when clicked downloads a file to your computer. That file may take 6 minutes on a 1 meg connection, 3 minutes on a 2 meg connection and 2 minutes on a 3 meg connection but some people would rather not wait that extra 4 minutes and wouldn't mind paying the fiver a week extra to avoid it.
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UK has a low average (6 gig is low) because our country is still behind in internet maturity.
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Or it could be that the majority of our country are mature enough to realise that they can get a much better quality audio visual experience using equipment made specifically for the purpose that doesn't use any bandwidth. They may be mature enough to realise that downloading everything under the sun 24/7, much of which will never be seen, heard or used is pretty pointless.