However, 80 per cent say they have always looked for a good deal no matter what their circumstances or income have been.
It also emerged that 48 per cent hate feeling they’ve been ripped off, but this doesn’t simply mean parting with the lowest amount of cash possible.
Less than a quarter (24 per cent) feel the cheapest offer is always the best value.
A further six in 10 believe ‘good value’ is simply a matter of getting more product for your money than offered elsewhere.
And one in four count additional benefits beyond the initial purchase, such as exclusive offers and discounted access to third party services, as good value.
The research commissioned by O2 found 70 per cent of the population have bought something – only to feel annoyed seeing it for sale later on.
A spokesperson, said: “We know that for many there’s often so much more to value than simply finding the cheapest cost or price point, and value can mean lots of different things to different people.
“That’s why at O2 we’ll continue to provide unrivalled value for money through the flexibility available on our customisable plans, as well as access to exclusive perks, such as Disney+ on O2 Extras and Priority.
“We’re proud to play our part in rebuilding Britain by celebrating the return of retail with a host of impressive offers on some of the latest and greatest devices out there in the market.”
Of the O2 customers surveyed, 71 per cent use Priority to take advantage of pre-sale tickets and exclusive deals.
And nearly a third (32 per cent) of shoppers say an ability to adjust the service to meet their personal needs or the flexibility to manage their payments is key for them to commit to a purchase.
Top 10 list consumers look to get a good deal on:
2. White goods
3. Energy providers
5. Mobile phone contract
7. A new car
8. Days out such as a trip to the zoo or theme park
9. Meals out
10. Tickets such as to gigs and sporting events