The Future is Broadband

It is predicted that a tenth of home Internet users will be hooked up to broadband access this time next year, according to BMRB's latest Internet Monitor results. This represents more than double the number of today's home users (estimated at just 4%) who have signed up with either a cable provider or an ISP offering ADSL.

BMRB has found that, over the year to last August, home Internet usage grew by almost 20% to 14 million people. A fifth of all the current non-broadband users claim that they are likely to adopt the new technology within a year. Of this group, 6% say that they are very likely to do so, and 14% say that they are fairly likely to do so.

Over half (56%) of those who intend to take broadband don't yet know which supplier they would use. BMRB suggests that this uncertainty is largely a product of the consumer confusion as to the various competing technologies and services in the broadband market.

Amongst current and imminent broadband users, the research has revealed a classic "early adopter" consumer profile. Demographically, 61% are male, 56% are aged under 34 and 71% are of social grade A, B or C. Three-fifths have been using the Internet for over 2 years and two-thirds use the Internet at least once a day. These broadband converts also display strong Internet dependency in that 69% research goods and services online, 58% buy online and 39% manage their bank accounts online.

BMRB concludes that broadband take-up remains low due to the high cost (relative to standard Internet access deals) and low awareness of the benefits that broadband offers. Few consumers are fully aware of the benefits; fast download, always on connection and the ability to use voice telephony whilst online. Although greater awareness of broadband is the pre-requisite to growth it is not the only critical factor. It will also require attractive content that is exclusive to broadband to really encourage its adoption.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.