Social Networks play key role in broadband adoption
The Telecommunications Policy Research Conference concluded on October 3, 2010 with a series of panels addressing broadband adoption and the challenges of universality.
Unifying the research of all three panels was the need for a new policy framework that sees broadband acceptance as integral to the path towards universal adoption.
John Horrigan and Ellen Satterwhite began the discussion of technology adoption with their research on the influence of social networks on new technologies. In their paper, Adoption Paths, they outline the "demonstration effect" which has historically shown that having someone in your social circle who is well-versed in a new technology will increase your own likelihood of adoption.
Though the cost of new technologies is still the highest deterrent to adoption, a lack of relevance and lack of digital literacy were often cited as compounding reasons. By cultivating a "social infrastructure" around non-adopters though programs like the FCC' digital literacy corps, broadband conversion can occur.
Janice Hauge of the University of North Texas and James Preiger of Pepperdine University underscored the significance of demand-side policies alongside supply-side policies in expanding adoption in their paper on what works:
"A program should motivate non-users to adopt, make broadband affordable, employ content in the training that relates to everyday life or the use of public services, and focus on the accessibility and usability of broadband and online services."
The final panel, by Nicol Turner-Lee of the Joint Center for Political and Economic Studies and Jon Gant of the University of Illinois, specifically addressed the need for effective policy in serving minority groups and other non-adopters.
As universal access to broadband comes closer to realization, digital literacy outreach should play a vital role in our communities and future broadband policy.
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