They mainly talk to their friends and loved ones for very personal, mundane things. You don't find them surfing to buy things. They pay money to do email to stay in touch with friends and loved ones. A huge percentage of AOL usage is Instant Messaging. They love spending money on friends and loved ones at special times like Christmas.
People like to interact with people they care about.
The interactions are often simple, but personally important. They are willing to pay money for this. That's why they pay for cellphones, for Internet access, and for postcards and postage, and for souvenirs. It gives them emotional satisfaction. They pay money to travel to visit family and friends.