Dial-Up Delays To Drive Broadband Adoption In H2

A survey conducted for the national consumer study, Electronic Living @ Home found that whereas 30% of narrowband subscribers were “extremely satisfied” with their service two years ago, only 11% now feel the same way. More significantly, almost half of current dial-up subscribers said they planned to switch to broadband in the near future, compared with just a third in 2001.

These findings complement a recent report from Horowitz Associates which determined that four out of ten narrowband subscribers are considering changing to broadband (see Broadband Wagon Gathers Momentum In US).

“Although little has changed in the substance and quality of narrowband service, dial-up subscribers are increasingly judging the quality of their connection based on the perception of what broadband has to offer,” commented Michael Greeson, Vice President and Principal Analyst for Parks Associates.

Parks found that speed is the main attraction of broadband with two-thirds of subscribers citing it as the reason for upgrading.

“Despite efforts to emphasise unique content, speed of service remains the primary driver,” said Gresson. “Even if internet usage is confined to e-mail and the occasional downloaded video or audio file, broadband does it faster than narrowband.”