Demographic, Behavioral and Attitudinal Changes in the Migration From Low-Speed to High Speed Internet Access
Simmons Market Research, United Kingdom
The migration of the American household from low-speed to high-speed Internet access appears to be following a fast but more complex roadway than perhaps earlier expected and a number of “speed bumps” slowing this migration have appeared along the way. According to the Pew Internet and American Life Project, approximately 109 million adult Americans have access to the Internet from home and of those, 31% or about 33.9 million have broadband Internet access at home (Pew, 2003). As price and availability of service begin to recede as major factors in the pathway to high-speed Internet access, other factors will become more prominent. This paper examines some of the fundamental demographic, media and psychographic differences between low-speed and high-speed users in order to identify some of the non-commodity based factors that may influence the migration path for high-speed Internet adoption. In addition, we will look at possible factors that are encouraging respondents to change from low-speed to high-speed access in the next 12 months.