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John Horrigan’s four lessons about broadband adoption since 2009

John Horrigan’s four lessons about broadband adoption since 2009. Increases in adoption are not automatic: We said in 2009 that adoption “will grow naturally over time” But economy put a damper on growth Non-adopters have multiple reasons for not having service:

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John Horrigan’s four lessons about broadband adoption since 2009

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  1. John Horrigan’s four lessons about broadband adoption since 2009 • Increases in adoption are not automatic: • We said in 2009 that adoption “will grow naturally over time” • But economy put a damper on growth • Non-adopters have multiple reasons for not having service: • We thought it was mainly about lack of relevance in 2009 • But cost leads the way as main reason. • Not all broadband adopters are the same: • In 2009, general sense was that non-adopters were old people who didn’t care about broadband. • That’s true for just about ~30% of non-adopters. • Smartphones have a role in closing access gaps, but limits too: • 2009 forecast had 25% of Americans with Smartphones by 2012. 45% actual. • Smartphones mainly a complement to wireline access. • Smartphones’ value is deepening perceptions of Internet’s overall value.

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