Brits have revealed the things they refuse to compromise on, including coffee brands, car models – and toilet paper quality.

A study of 2,000 adults found 23 per cent 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 per cent admitting they did so to avoid conflict.

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

This decision left 24 per cent feeling frustrated and 23 per cent 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 per cent), teabags (24 per cent) and cuts of meat (17 per cent).

And of the 43 per cent 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 per cent) and the quality of their desk chair (28 per cent).

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 per cent feeling ‘short-changed’.

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

It also emerged more than half of adults would be encouraged to compromise on something if it meant saving cash and 44 per cent 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 per cent 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 50 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
21. Car brands
22. Internet provider
23. Where to order a takeaway from
24. Size of the TV screen
25. Restaurants they eat at
26. Perfume brands
27. The distance they live from family and friends
28. Skincare brands
29. The size of their house
30. Their salary
31. The size of their car
32. The city they live in
33. Brands of cleaning products
34. Smart tech e.g. smart TV
35. Clothing brands
36. Brand of wine
37. Trainer brands
38. Coffee shops they buy from
39. Brand of ice cream
40. The amount of exercise they do
41. Shoe brands
42. The amount of data they get on my mobile phone
43. How often they dine out
44. The amount of children they want to have
45. Utility provider e.g. gas/electric
46. Makeup brands
47. Mode of public transport they use
48. Brand of gin
49. Mobile phone age
50. Headphones brand


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