A recent study has revealed that broadband adoption has increases more than sixfold from the period 2001 to 2008. Great news for all of us in the online video industry as that is what fuels the growth of our endeavors right?
Totaling over $32 billion in consumer benefits via education, health care, civil services and entertainment according to the Internet Innovation Alliance study released this week. The Alliance features members from non-profits, corporations and more including AT&T, Corning and others.
The study found that around 66.6 million households had broadband by 2008 versus just a meager 10.4 million in 2001. Meanwhile the dial-up connection numbers, logically, plummeted from 44.2M to 10.5M in 2008. Obviously many of those people upgraded thanks to better availability and lower cost. The study also found that people are unwilling to cut their broadband lines to save money, even after losing their jobs.
Those without internet have almost halved from 53.6 to 39.7 million which is also great news for us as it would appear that nearly all of them have broadband as well meaning they have a pipeline big enough for us to feed them video, video ads and more.
From a demographics standpoint no matter the ethnicity of people polled, Internet access is a highly valued part of life. However a large gap exists where Asian households are at about 82% while African-American households are at only 57% with broadband. Other gaps exist in age where 18-24 year-olds are 84% connected while seniors (65+) are only 43%. Education also plays a role as those with college educations are 83% and those with less than a high school diploma were at 38%. So it would seem that the majority of people with broadband right now are 18-24, with some form of college education and mostly Asian or Caucasian. The cut-off for value/no value was around age 44/45 where those who valued broadband plummeted.
As the National Telecommunications & Information Administration and Rural Utilities Service are on the verge of handing out billions in broadband stimulus money to boost adoption and deployment of broadband and the FCC is collecting feedback on its national broadband plan the study comes at a good time.
Hopefully these initiatives will use the vital information contained in the study to get the rest of the country into a more favorable broadband position so that everyone can enjoy Internet as a source of information and entertainment.
The study, commissioned by the alliance, was produced by Jonathan Orszag, former economic advisor in the Clinton administration; Princeton economic professor Robert Willig; and Mark Dutz, from consulting firm Compass Lexecon.
Here's the link to the study itself.