FCC Survey Finds Cost and Digital Literacy Main Barriers to Broadband Adoption

Affordability and lack of digital skills are the main reasons why 93 million Americans -- one-third of the country -- are not connected to high-speed Internet at home.

The Federal Communications Commission (FCC) recently released its National Broadband Plan Consumer Survey, Broadband Adoption and Use in America. The FCC conducted a national random survey of adults in October and November 2009 to assess America’s attitudes toward broadband. The Consumer Survey found that 35 percent of adult Americans do not have high-speed Internet connectons at home and 13 million children over the age of five.

Non-adopters typically face multiple barriers to adoption. Even though cost leads the way, most of the time even those who worry about cost need help in other areas. Likewise, those who say lack of relevance is a barrier also have issues with digital literacy and, to a less extent, cost. 

According to the survey, The interaction of attitudes and use of communications goods and services creates four categories of non-adopters:

• Near Converts, who make up 30 percent of non-adopters, have the strongest tendencies toward getting broadband. They have high rates of computer ownership, positive attitudes about the Internet. Many are dial-up or “not-at-home” users, and affordability is the leading reason for non-adoption among this group. They are relatively youthful compared with other non-adopters, with a median age of 45.
• Digital Hopefuls, who make up 22 percent of non-adopters, like the idea of being online but lack the resources for access. Few have a computer and, among those who use one, few feel comfortable with the technology. Some 44 percent cite affordability as a barrier to adoption and they are also more likely than average to say digital literacy are a barrier. This group is heavily Hispanic and has a high share of African-Americans.
• Digitally Uncomfortable, who make up 20 percent of non-adopters, are the mirror image of the Digital Hopefuls; they have the resources for access but not a bright outlook on what it means to be online. Nearly all of the Digitally Uncomfortable have computers, but they lack the skills to use them and have tepid attitudes toward the Internet. This group reports all three barriers: affordability, digital literacy, and relevance.
• Digitally Distant, who make up 28 percent of non-adopters, do not see the point of being online. Few in this group see the Internet as a tool for learning and most see it as a dangerous place for children. This is an older group (the median age is 63), nearly half are retired and half say that either relevance or digital literacy are barriers to adoption.

Since inception, ZeroDivide has invested nearly $50 million in innovative programming that has encouraged sustainable adoption of technology, including broadband, in vulnerable communities. An analysis of our grantee portfolios emphasized that complex barriers to broadband adoption vary among different populations and cannot always be resolved with a one-size-fits-all approach.

We strongly agree with John Horrigan's statement that “The gap in broadband adoption is a problem with many different dimensions that will require many different solutions.” John Horrigan is the Director of Consumer Research for the Omnibus Broadband Initiative. 

We look forward to the development of a National Broadband Plan to Congress, scheduled to be delivered on March 17, 2010, that details a strategy for connecting the country to affordable, world-class broadband.