In support of the release of a new paper, Policies to Increase Broadband Adoption at Home, ITIF hosted a panel of experts to explore barriers to consumer broadband adoption and possible solutions.  Think it’s not a problem?  While 96% of U.S. households can subscribe to broadband (i.e. their residences are served by fixed broadband other than satellite), only approximately 65% actually subscribe.

So what could accelerate broadband adoption?  According to Dr. James Prieger, Associate Professor of Public Policy, Pepperdine University, School of Public Policy:

1)   Consumer tax credits and/or reduce taxes on broadband services

2)   Efforts to promote computer ownership, like Philadelphia’s Digital Impact Group

3)   Promoting digital literacy through campaigns like Net Literacy

4)  Promoting the value of broadband to specific communities, for example, how Ohio Evantage is targeting small businesses

Dr. Prieger favors tackling multiple barriers with comprehensive programs like Connected Nation, which help with broadband, computers, training and follow-up.

Rob Atkinson, author of the report and ITIF President, agreed.  He believes a successful program must tackle many goals, and he reminded attendees that encouraging broadband adoption is only part of a larger digital literacy effort.

Atkinson believes programs are most likely to succeed when they:

• Make non-users want to connect
• Make the Internet affordable and easy to use
• Adapt to users’ preference

Connected Nation’s Laura Taylor shared her perspective, agreeing that her organization’s comprehensive approach is driving success.  But she did reiterate one significant problem that goes far beyond broadband.  In Tennessee alone, three out of five residents who don’t own a computer say it’s because they don’t need one.

The program concluded with a few words from John Horrigan, who helped run the Pew Internet and American Life Project before departing this year for the FCC.  Horrigan believes we must cultivate a culture of adoption and encouraged people to answer the question: What makes you use broadband?  He noted that the cost of digital exclusion is growing—making the adoption issue all the more important.

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