> online consumption on the move needs plenty of mobile broadband ... Blighty is still the cheapest
People buy more stuff when it's cheap.
The reason mobile comms is so cheap in the UK is because we're all squeezed in so tightly together. Telcos have no need to spend oodles running a cable dozens of km (or erecting a tower) just to service a few households. Instead that same few km's of cable (or tower) can service hundreds or thousands of subscribers.