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The Broadband DifferenceThe Broadband Difference
John B. Horrigan – Senior Research Specialist
NARUC Broadband SummitApril 28, 2003
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Presentation OutlinePresentation Outline
• Pace of broadband adoption
• Who are broadband users?
• What do they do online?
• My take on the state of broadband demand.
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Broadband adoptionBroadband adoption
American adults with Broadband at Home
0
5
10
15
20
25
30
35
Month
Millio
ns o
f A
meri
can
s
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Percent of American adults with broadband in the home
36
16
811
0
5
10
15
20
Mid-2000 Early 2001 Late 2001 End 1Q2002
End 1Q2003
% Americans with home broadband
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Adoption Time of New TechnologiesAdoption Time of New Technologies(source: Federal Communications Commission ) )
Technology Years to Reach 10% Adoption
Years to Reach 50% Adoption
Video Cassette Recorder
10 14
Compact Disc Player
4.5 10.5
Color TV 12 18
Cell Phones 8 15
Personal Computer 4 18
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% Internet users in each group … Home Broadband Dial-Up
Male 56% 49%
Female 44 51
Community Type
Rural 12 21
Suburban 59 55
Urban 29 24
Education Level
Some college 58 63
College graduate or more 42 36
Age
18-24 21 12
25-34 23 23
35-44 26 26
45-54 21 19
55+ 10 20
Income (household)
Less than $30K 12 16
More than $75K 42 26
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Broadband Demographics – 2003 and 2000Broadband Demographics – 2003 and 2000
% Internet users in each group … March 2003 May 2000
Male 56% 66%
Female 44 34
Education Level
Some college 58 50
College graduate or more 42 50
Community Type
Rural 12 10
Suburban 59 50
Urban 29 40
Income (household)
Less than $30K 12 13
More than $75K 42 32
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Broadband amplifies, intensifies everything
A fat-pipe effect
• Spend more time logged on
• Do more things online
• Do them more often
• Feel better about the Internet’s role in their lives
• Change the way they spend their time
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Frequency of online use Frequency of online use & online experience& online experience
How often do you sit down and access the Internet from home?
Several times a day … 43% 19%
% broadband % dial-up
Did you go online yesterday?
%yes … 73% 51%
% broadband % dial-up
How long have you been an Internet user?
More than 6 years
% yes … 64% 44%
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Broadband changes online behavior
• Create and share content
• Multimedia use and multitasking
• Taking online activities that used to be performed offline
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The broadband picture:
Information seeking Broadband Users (BLUE) vs. Dial-Up Users (RED)
% Users who do activity on typical day
News
46
24
0
5
10
15
20
25
30
35
40
45
50
School research
24
9
0
5
10
15
20
25
30
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The broadband picture: Information producing
Broadband Users (BLUE) vs. Dial-Up Users (RED) % Users who do activity on typical day
Share files
17
4
0
2
4
6
8
10
12
14
16
18
Create content
16
3
0
2
4
6
8
10
12
14
16
18
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The broadband picture: Downloading
Broadband Users (BLUE) vs. Dial-Up Users (RED) % Users who do activity on typical day
Games, videos, pictures
22
4
0
5
10
15
20
25
B
Music
17
3
0
5
10
15
20
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The broadband picture: Media streaming
Broadband Users (BLUE) vs. Dial-Up Users (RED)
% Users who do activity on typical day
Listen to music
19
4
0
2
4
6
8
10
12
14
16
18
20
Video clips
21
6
0
5
10
15
20
25
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Changes in time use
• 37% say their Internet use has cut their time watching TV
• 31% say it has decreased the time they spend shopping in stores
• 18% say it has decreased their time reading newspapers
• 13% say it has decreased the time they spend in traffic
• 25% say it has increased the time they spend working at home
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The Broadband StoryThe Broadband Story
• Broadband uptake is rapid compared with adoption rates of other technology
• Broadband adoption appears to be driven more by activities than demographics– Those who say they want broadband tend to be
content creators, music listeners, news gatherers– And those who say they want broadband spend
more on communications goods than other users.
• Internet adoption, by contrast, is driven more by demographics– And Internet adoption has stalled in past 12 months
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How to quicken uptake?How to quicken uptake?
• Get more people online– Broadband uptake is quick given that
you’re online– Lots of good models for encouraging
access
• Let activities that are associated with broadband users flourish– Business models for online music, P2P– No “walled gardens” on the Internet
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About us
Pew Internet & American Life Project
1100 Connecticut Ave. NW – Suite 710
Washington, D.C. 20036
202-296-0019
http://www.pewinternet.org/
Find me at: [email protected]