Broadband Adoption Strategies
Broadband adoption is emerging as the most significant issue to be resolved in terms of taking steps to close the digital divide. Adoption refers to the number of individuals who subscribe to broadband Internet service. In the broadband industry this is referred to as the “take rate,” or "subscription rate.” In the United States, the issue of Broadband Adoption has been studied and researched since broadband has been available.
Determining how many people subscribe to broadband has been difficult due to the proprietary nature of collecting data. To accurately determine the subscription rate for broadband requires analysis of broadband provider’s customer and availability data. Data such as this is considered confidential and proprietary – and has been difficult to receive from providers on a voluntary basis.
Gigabit Squared - Open Network and Vested Community Interests: Gigabit Neighborhood Gateway Program emphasizes collaboration and partnerships
This is why surveys commissioned by the Pew Research Center are so critical. The highlights of the most recent Pew study include the following:
Why is Broadband Adoption Important?
In April 2013, the NTIA released a broadband toolkit containing the best practices of BTOP grant awardees, drawing upon the experiences of the agency and its funding beneficiaries. According to Strickland's announcement regarding the toolkit:
"We developed the toolkit in order to share the expert knowledge and experience of the broadband adoption and computer training projects with a broader base of anchor institutions, government agencies, non-profits and others engaged in this effort."
Types of Broadband Technology: Transmission Medium Determines Speed
The NTIA's release accompanying the toolkit stated a number of guidelines contained in the new publication:
LRG Study: More than 50% of Adults Watch Video on Non-TV Devices; 44%of US Households Have a Television Set Connected to the Internet
Those that do not have broadband access wonder why so much emphasis is placed on availability, and why Internet access is so important. With broadband adoption rates at 65%, a large percentage of people simply choose not to subscribe. Most adoption rate studies cite this reason as "perception of need." In other words, respondents in this category do not see intrinsic value in subscribing to broadband.
In most urban areas of the country, availability is only a small part of the problem, with most people reporting that broadband is available to the - but some other barrier is preventing them from subscribing. When examining the reasons why people do not subscribe to broadband, these vary from affordability, lack of computer proficiency, and low perception of need. Compounding the issue is the fact that non-adopters say they do not see themselves subscribing in the future. In fact, nine of ten non-adopters say they are simply not interested in getting online.
Strategies for using broadband for national initiatives in the National Broadband Plan
Just like the saying, you don’t know what you don’t know, broadband non-adopters don’t see the relevance of the Internet to their lives, and don’t see a need to subscribe. This is particularly true in rural areas, where access is a problem. There are compelling reasons to have broadband access, and the Internet is fast becoming a necessity of everyday lie, much like electricity was in the 1930’s.
Determining how many people subscribe to broadband has been difficult due to the proprietary nature of collecting data. To accurately determine the subscription rate for broadband requires analysis of broadband provider’s customer and availability data. Data such as this is considered confidential and proprietary – and has been difficult to receive from providers on a voluntary basis.
Gigabit Squared - Open Network and Vested Community Interests: Gigabit Neighborhood Gateway Program emphasizes collaboration and partnerships
This is why surveys commissioned by the Pew Research Center are so critical. The highlights of the most recent Pew study include the following:
- 70% of American households report a home broadband connection
- 56% of Americans own a smartphone of some kind
- Attesting to the importance of the emergence of smartphones, 10% of Americans state they do not have broadband at home, but own a smartphone
- 46% of Americans have both a home broadband connection and a smartphone
- 24% have a home broadband connection, but not a smartphone
- 20% of Americans have neither a home broadband connection nor a smartphone
Why is Broadband Adoption Important?
In April 2013, the NTIA released a broadband toolkit containing the best practices of BTOP grant awardees, drawing upon the experiences of the agency and its funding beneficiaries. According to Strickland's announcement regarding the toolkit:
"We developed the toolkit in order to share the expert knowledge and experience of the broadband adoption and computer training projects with a broader base of anchor institutions, government agencies, non-profits and others engaged in this effort."
Types of Broadband Technology: Transmission Medium Determines Speed
The NTIA's release accompanying the toolkit stated a number of guidelines contained in the new publication:
- Make digital literacy programs relevant by teaching skills that can change people's daily lives, such as how to apply and search for a job online.
- Partner with established community organizations that people know and trust to help engage hard-to-reach populations.
- Provide convenient times and locations for broadband training and computer use to ensure easy access.
- Address the cost of broadband adoption by providing access to discounted computer equipment and/or affordable broadband service."
LRG Study: More than 50% of Adults Watch Video on Non-TV Devices; 44%of US Households Have a Television Set Connected to the Internet
Those that do not have broadband access wonder why so much emphasis is placed on availability, and why Internet access is so important. With broadband adoption rates at 65%, a large percentage of people simply choose not to subscribe. Most adoption rate studies cite this reason as "perception of need." In other words, respondents in this category do not see intrinsic value in subscribing to broadband.
In most urban areas of the country, availability is only a small part of the problem, with most people reporting that broadband is available to the - but some other barrier is preventing them from subscribing. When examining the reasons why people do not subscribe to broadband, these vary from affordability, lack of computer proficiency, and low perception of need. Compounding the issue is the fact that non-adopters say they do not see themselves subscribing in the future. In fact, nine of ten non-adopters say they are simply not interested in getting online.
Strategies for using broadband for national initiatives in the National Broadband Plan
Just like the saying, you don’t know what you don’t know, broadband non-adopters don’t see the relevance of the Internet to their lives, and don’t see a need to subscribe. This is particularly true in rural areas, where access is a problem. There are compelling reasons to have broadband access, and the Internet is fast becoming a necessity of everyday lie, much like electricity was in the 1930’s.
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