Abstract
The diffusion of broadband has gained much research attention, in particular in relation to the urban–rural divide. However, research has focused primarily on the supply side of broadband roll-out, while the demand side has been somewhat neglected. This article illustrates the complexity of broadband adoption and argues that a rural adoption approach needs to draw on existing social meaning systems. By focusing on the user motivation for broadband, this article presents findings from a qualitative study of rural residents. Means-end theory was used as a framework for understanding these motives. Furthermore, the article adapts the FCB grid as a tool for both public and private providers of broadband to examine effective rural promotion strategy.
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