Food is a requirement for life and a minimum caloric intake can be quantified for survival, which varies, by gender, age and physical activity.119 The mobile Internet, like any other non-food expenditure, is not essential for survival. Further, food is available in different denominations to suit various incomes. To simplify the analysis, it is assumed communications expenditure would be on mobile Internet because voice and text messages could be used with Over the Top (OTT) apps. It does raise the interesting point about how consumers decide to divide communications expenditures between traditional voice and Internet but that is beyond the scope of the analysis in this chapter.