User motivation for broadband: A rural Danish study

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.

► We illustrate the complexity of broadband adoption and argue that a rural adoption approach needs to draw on existing social meaning systems.
► We examine user motivation for broadband.
► We adapt the FCB grid as a tool to examine effective rural promotion strategy.