Title: Identifying adopters and non-adopters of Broadband amongst silver surfers: using BHPS

Authors: Jyoti Choudrie, Susan Grey, Colin Haslam, Nicholas Tsitsianis

Addresses: University of Hertfordshire, Business School, Hatfield, Herts. AL10 9AB, UK. ' University of Hertfordshire, Business School, Hatfield, Herts. AL10 9AB, UK. ' University of Hertfordshire, Business School, Hatfield, Herts. AL10 9AB, UK. ' University of Hertfordshire, Business School, Hatfield, Herts. AL10 9AB, UK

Abstract: The aim of this paper is to identify the adopters and non-adopters of Broadband within the silver surfer group. This was achieved using the British Household Panel Survey, a large scale survey used to collect data from UK households. The data was analysed using statistical tools, such as, SPSS v. 15. The conclusions drawn are that Broadband will be adopted in nuclear households (no presence of elderly) with silver surfers who have children aged between 12 and 18, without ignoring the role played by a relatively level of education. This research offers contributions for academics by providing an objective viewpoint of the factors leading to Broadband adoption within silver surfers, a group of immense, current interest. For industry, this research offers an intensive identification of socio-economic factors that are considered important when marketing a product or service within the market.

Keywords: digital divide; e-government; silver surfers; broadband adoption; socio-economic factors; electronic govenment; UK households; United Kingdom; elderly; education levels; midlife adults; senior citizens.

DOI: 10.1504/EG.2011.037696

Electronic Government, an International Journal, 2011 Vol.8 No.1, pp.40 - 58

Published online: 25 Dec 2010 *

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