Broadband Diffusion: Usage and Impact on Consumer-User Behavior

The aim of this exploratory study was to examine the online habits of broadband consumers, the use of Internet activities, and the purchase of online products using. The findings of a survey suggest that changes in the total time spent online, Internet usage frequency, and online-performed activities can occur when people use broadband technology. The findings also suggest that broadband use has an influence on offline purchase behavior, online product purchase, and overall online experience. Because broadband technologies enable a range of communication and Internet services, studying individuals from various segments of the United Kingdom society provides a useful starting point for understanding the impact of broadband on Internet user behavior and the growth and development of electronic commerce (ecommerce). Finally, the concluding section provides implications, limitations, and future research directions.