The Unconnected Home

As data collection and supply-side issues inch forward, broadband advocates contend that focusing on increasing consumers' understanding of broadband services — essentially boosting service demand — still is the better way to boost broadband penetration.

For instance, the e-NC Authority in North Carolina works with service providers to improve infrastructure deployment in the state. At the same time, “we also have a very strong focus on helping every citizen learn how to use computers and the Internet,” said Jane Patterson, executive director of e-NC. The group has helped to create a program — the first in the nation — that requires a mandatory junior-high-level exam covering the use of computer and information technologies, she said.

Meanwhile, Connected Nation touts its success in Kentucky, where a focus on helping citizens understand the value of broadband connections improved demand. Service providers responded as well, driving the availability of broadband in Kentucky households from 60% in 2001 to 94% today, McElroy said.

The same sorts of efforts are under way in other major U.S. cities. For instance, Chicago recently funded its own study — dubbed “The City that Networks” — in response to recent survey results that found 25% of its citizens had no access to the Internet at all, rising to 50% for the city's low-income families, according to Hardik Bhatt, chief information officer and commissioner of the Chicago Department of Innovation and Technology.

“The first step is for all sectors to understand how important this is,” Bhatt said. “The second is, if it is that important, why don't we work together to find areas of funding and fund it and build it?”

The Demand Story: Understanding the Utility of Broadband Networks

In a survey of more than 50,000 individuals, almost half said they saw no use for broadband, a demand shortfall that groups and service providers are working to change.

Access from somewhere else
8%

Broadband not available
14%

Too expensive
23%

Don't own a computer
32%

Don't need broadband
44%

Source: Connected Nation