Broadband not a knicker-snapper

Broadband vendors could be holding back the mass take-up of broadband because they’re promoting the wrong benefits, according to a UK report into broadband usage patterns.

Contrary to current received wisdom it isn’t speed and an always-on connection that transforms broadband internet usage, the study said.

Presenting their findings at last week’s Building Broadband Britain conference, researchers on behalf of industry think tank The Work Foundation, discovered that broadband’s main benefit was changing people’s perception of time.

"Broadband is about timeless time," said James Crabtree, one of the authors of the report. "Broadband is sold as a sprint, but experienced as a saunter," he said.

"Many users don’t get the Jeremy Clarkson, Top Gear image of snapping knicker elastic at high speed," said co-author Simon Roberts. "Broadband can be taking it easy," he said.

Roberts said broadband had more in common with Cadbury’s Caramel and Werther’s Original, than fast cars.

The in-depth anthropological study, which examined broadband usage in the home and among small businesses, also found that 'always on' benefits were a red herring, because 'always on' doesn’t equal 'always there'.

Resurrecting age-old concerns about technophobia, the report concluded that "household PCs are switched off, shut away, out of sight, out of mind under-used and undervalued".

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Guy Dixon

PC World
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?