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John Horrigan’s four lessons about broadband adoption since 2009. Increases in adoption are not automatic: We said in 2009 that adoption “will grow naturally over time” But economy put a damper on growth Non-adopters have multiple reasons for not having service:

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john horrigan s four lessons about broadband adoption since 2009
John Horrigan’s four lessons about broadband adoption since 2009
  • Increases in adoption are not automatic:
    • We said in 2009 that adoption “will grow naturally over time”
    • But economy put a damper on growth
  • Non-adopters have multiple reasons for not having service:
    • We thought it was mainly about lack of relevance in 2009
    • But cost leads the way as main reason.
  • Not all broadband adopters are the same:
    • In 2009, general sense was that non-adopters were old people who didn’t care about broadband.
    • That’s true for just about ~30% of non-adopters.
  • Smartphones have a role in closing access gaps, but limits too:
    • 2009 forecast had 25% of Americans with Smartphones by 2012. 45% actual.
    • Smartphones mainly a complement to wireline access.
    • Smartphones’ value is deepening perceptions of Internet’s overall value.