Factors influencing broadband adoption and digital content consumption in developing countries: A case from Pakistan
نویسنده
چکیده
The importance of being connected and of citizens’ access to the information society, along with the social and economic benefits it brings with it, has been well recognised and documented. However, studies related to household adoption and the impact of ICT, especially broadband Internet, are largely overlooked. The majority of the research associated with the topic of broadband is exploratory in nature, mainly focusing on the various aspects of technology in use and provides very little insight into consumer adoption, digital content consumption, or rejection determinants. This paper attempts to redress the issue and provide detailed analysis on the factors that influence broadband adoption, digital content consumption, and rejection determinants in a developing country like Pakistan. The research reveals that household income, education, age, and gender play a very important role in determining the level and type of Internet access. The research also suggests that the price of broadband service remains a barrier to adopting broadband service for consumers. Households with high incomes were 39% more likely to adopt broadband than lowerincome households. The level of access and consumption of digital content is much higher among males than females, creating a digital divide in access and digital content consumption.
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Consumer Adoption of Broadband in Pakistan
The aim of this study is to provide an understanding of the factors affecting the adoption of broadband Internet in a developing country context in this instance Pakistan. In order to achieve the stated aim this study, identified and examined various attitudinal, normative and control factors to provide insights of broadband adoption. The data on these variables was collected using a survey app...
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