Fast diffusion and broadening use: A research on residential adoption and usage of broadband internet in the Netherlands between 2001 and 2005

Abstract

The Netherlands has the second-highest broadband penetration at 22.5 subscribers per 100 inhabitants (OECD, 2005). This rapid adoption process makes the Netherlands an interesting case for other countries. The main goal of this research is to gain insight in the adoption and the use of broadband internet. The research questions are presented below: Main research question (MRQ): To what extent can developments of residential adoption and usage of broadband internet be recognized over the course of 2001 to 2005 and how can these developments be understood from a user perspective? RQ 1 What are the possibilities and limitations of (combinations of) various research methods to gain insight into the adoption and use of new technologies? RQ2 Which developments can be recognized with regard to reasons and thresholds for residential adoption of broadband internet between 2001 and 2005 and how can these developments be understood? RQ3 Which developments in residential broadband usage patterns can be recognized between 2001 and 2005, with regard to Information, Communication, Entertainment and Transaction functions and how can these developments be understood? RQ4 Which developments in residential broadband usage patterns can be recognized between 2001 and 2005, with regard to health, safety and telework services and how can these developments be understood? The user perspective More and more the notion of the importance of the user is recognized by governments and other parties involved in the roll out of broadband. From a theoretical point of view the role of user of innovations is also considered important. In literature addressing the concept of diffusion, the adoption of technological innovations is seen as dependent on one’s innovativeness, or willingness to try new products (Rogers, 1995; Atkin, et al., 1998; Neuendorf, et al., 1998). These remarks make clear that the individuals that are to adopt (or reject) the innovation play a crucial role in the diffusion process. It is therefore important to study the adoption and diffusion process from a user perspective. Relevance The insights gained by this research can serve as guidelines for both policymakers and businesses. This relevance becomes also apparent when considering the parties that were involved in and co-financed this project, initiated by Dialogic innovation and interaction: The Dutch Ministry of Economic Affairs, the cities of Almere and Amsterdam, KPN (Dutch Telecom company), Vecai (the association for cable companies) and Ex’ovision (developer of video services). Methodology The data are collected in a longitudinal and multi-method survey. There have been three measurements in 2001, 2003 and 2005. – Online surveys (N=1072, 2325, 1102) – Diary research (N=17, 36, 26) – Focus groups (N=34,25,16) – An additional survey to investigate the way internet is used to search for health information (N=123).