Conversely, since economic development improves household and individual welfare, the acquisition power of customers is expected to rise (with the caveat of inequality in the distribution of welfare gains). Target 2 was about making broadband affordable: "By 2015, entry-level broadband services should be made affordable (less than 5 per cent of average monthly income) in developing countries through adequate regulation and market forces. Recognizing the relative nature of affordability targets, Target 1.3 of the ITU Connect 2020 Agenda stated that "Worldwide, telecommunications/ICTs should be 40 per cent more affordable by 2020". Following a similar formulation, Target 2.3.A declared that: "The affordability gap between developed and developing countries should be reduced by 40 per cent by 2020" (ITU, 2014b).