BMRB has found that, over the year to last August, home Internet usage grew by almost 20% to 14 million people. A fifth of all the current non-broadband users claim that they are likely to adopt the new technology within a year. Of this group, 6% say that they are very likely to do so, and 14% say that they are fairly likely to do so.

Over half (56%) of those who intend to take broadband don't yet know which supplier they would use. BMRB suggests that this uncertainty is largely a product of the consumer confusion as to the various competing technologies and services in the broadband market.

Amongst current and imminent broadband users, the research has revealed a classic "early adopter" consumer profile. Demographically, 61% are male, 56% are aged under 34 and 71% are of social grade A, B or C. Three-fifths have been using the Internet for over 2 years and two-thirds use the Internet at least once a day. These broadband converts also display strong Internet dependency in that 69% research goods and services online, 58% buy online and 39% manage their bank accounts online.

BMRB concludes that broadband take-up remains low due to the high cost (relative to standard Internet access deals) and low awareness of the benefits that broadband offers. Few consumers are fully aware of the benefits; fast download, always on connection and the ability to use voice telephony whilst online. Although greater awareness of broadband is the pre-requisite to growth it is not the only critical factor. It will also require attractive content that is exclusive to broadband to really encourage its adoption.



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