A new report by Connected Nation (News - Alert) advises that state, local and national leaders should concentrate more on the consumer side of America's broadband challenge. Based on interviews with more than 50,000 consumers across the nation's heartland, the new Connected Nation report called, "Consumer Insights to America's Broadband Challenge," is the first in a series of consumer-side analyses.

 

Experts are looking ahead at the investments that will be made in making broadband available to Americans. But they also advise companies to consider the ways those who are most at risk, as they are least likely to use the technology available to them.

 

This new report by Connected Nation provides some key insights such as the claim that the largest barrier to broadband adoption is a lack of awareness about broadband's benefits. The report states that 44 percent of those with no home broadband connection say, “I don't need broadband.” Also, according to the report, most of the customers do not feel a need to buy a PC. 62 percent of those polled who do not own a computer claim to not need one.

 

So what are the reasons people think they don’t need computers in this digital age? According to the report, the initial upfront cost is said to be the main reason behind this decision. Similarly, nearly one-fourth of those without a home broadband connection say broadband is too expensive. Also, nearly one-half (42 percent) of rural residents without a home broadband connection say it is because they do not need broadband.

 

Connected Nation Chairman and CEO, Brian Mefford, delivered a keynote address in a summit entitled “Digital Pathways to U.S. Economic Recovery and Prosperity,” which is being held this week in Miami, Florida. The summit is co-chaired by Bill Kennard and Michael Powell (both former FCC (News - Alert) chairmen and top technology advisors to presidential candidates Barack Obama and John McCain).

 

 “Never before has the United States had such an opportunity for an economic return on investment as is available when we make broadband an infrastructure priority. Together, we have to elevate the understanding of the transformative power of broadband so that those who are the nation's most vulnerable will not remain on the wrong side of the digital divide, therefore allowing for an economic impact of proportions never before possible in the history of our nation,” stated Mefford.