A Classification Tree Analysis of Broadband Adoption in Australian Households

Abstract

Broadband communication technologies offer households many opportunities, including greater access to education, health and government services, entertainment and social connectivity. Australia appears, however, to be lagging behind other nations in adopting broadband. This paper reports on a study of the relative importance of factors affecting broadband uptake and usage by Australian households. A large data set with 23,093 records was analysed using an innovative statistical technique known as classification tree analysis. Important adoption factors, in approximate order of importance, were: Frequency of Internet usage (indicating needs and benefits of use); Location, a factor likely to indicate, in part, the availability of services; Technophilia, a tendency to acquire technologies in general in the household; and Subscription to Pay TV. User needs and benefits, rather than cost, were found to be primary drivers.