Understanding the adopters and non-adopters of broadband

Various countries around the globe are encouraging businesses and homeowners to adopt broadband connectivity in order to exploit the full potential of electronic commerce within an information economy. OECD statistical study has found that broadband adoption in the UK is in transition from early adopters to an early majority stage. The results of a nationwide household postal survey suggest that the respondents considering relative advantage as the most salient factor whilst hedonic outcomes are considered as being the least important reason when subscribing to broadband. Non-adopters of broadband including both narrowband consumers and respondents with no-access consider utilitarian outcomes as an important factor or accessibility. Perceived resources to subscribe broadband is found to be an important factor for both narrowband consumers and respondents with no-Internet access.