Diversity and digital divide: Using the National Broadband Map to identify the non-adopters of broadband

This paper examines differences in fixed location broadband adoption rates among households of various demographic and socio-economic characteristics and in different geographic locations utilizing the Federal Communications Commission's census tract level adoption data, demographic data from American Community Survey and the census block level broadband availability data from National Telecommunications and Information Administration. Ordered probit models are estimated and used to conduct simulations in order to analyze the determinants of the broadband adoption rate. The results indicate that, although available in most tracts, the lack of broadband availability can still be a deterrent to its adoption. Furthermore, simulations indicate that, in non-metropolitan areas, policies targeting broadband availability would have a larger impact on adoption than policies targeting income or education, for instance. Additionally, where broadband is available, the census tracts with more educated, wealthy and older people who have more choices of broadband providers have higher fixed broadband subscription rates. The positive impact of older population on adoption rate contradicts the conventional belief that the older generation is left behind. Drawing from the previous literature, the older population may be more likely to have a home broadband subscription through traditional technologies, while their younger counterparts, who adapt to new technologies quicker, may be subscribing to mobile broadband.