My experience is that expensive cell plans is the LAST thing that people give up
I have a smart phone and thus, for $75 per month, I no longer need a land line or land internet, or an mp3 player or a gps etc. That is why the cell is the last to go... it is saving me money. Luckily I am blessed to be relatively comfortable in my finances at this time.
The Wal-Mart Straight Talk is a great deal. $45 per month for unlimited talk, text and internet and I haven’t had any problems with service anywhere. Been using it a long time. No contract, no sign-up fee, just pay as you go.