They’re paying more for it, but 63% American adults now have broadband Internet connections at home, 15% more than last year, according to Pew Research Center’s Internet & American Life Project. That’s also 54% higher than the figure the Pew project reported at the end of 2007.
Survey respondents were paying an average $34.50 a month for broadband access last year. That jumped to $39.00 in the Home Broadband Adoption 2009 survey.
Broadband adoption in American homes stagnated in 2008, according to Pew research, holding steady in a narrow 54%-57% range. That finding is consistent with our most recent market report, Rural vs. Urban: Examining Residential Broadband and Access Line Trends 2008.
The new growth spurt is being driven by customer segments with below average usage rates, including senior citizens, low income Americans, those living in households with less than $20,000 or less of income, and those with incomes between $20,000 and $30,000. Respondents in households with less than $30,000 of annual income reportedly experienced a 34% increase in broadband home adoption in the past year.
Also characteristic of new broadband account holders are rural Americans, aging Baby Boomers and high school graduates. Rural Americans’ surveyed reported broadband usage increasing from 38% to 46%. Broadband usage increased from 50% last year to 61% in this year’s survey among older Baby Boomers aged 50-64 and broadband adoption among adults whose highest level of education is a high school degree rose from 40% in 2008 to 52% in the 2009 survey.
The latest report is based on findings obtained by tracking daily Internet usage of 2,252 American adults between March 26 and April 19, 2009.