A classification tree analysis of broadband adoption in Australian households

Steven E. Stern, Shirley Gregor, Michael A. Martin, Sigi Goode, John Rolfe

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

6 Citations (Scopus)


Broadband communication technologies offer households many opportunities, including greater access to education, health and government services, entertainment and social connectivity. Australia appears, however, to be lagging behind other nations in adopting broadband. This paper reports on a study of the relative importance of factors affecting broadband uptake and usage by Australian households. A large data set with 23,093 records was analysed using an innovative statistical technique known as classification tree analysis. Important adoption factors, in approximate order of importance, were: Frequency of Internet usage (indicating needs and benefits of use); Location, a factor likely to indicate, in part, the availability of services; Technophilia, a tendency to acquire technologies in general in the household; and Subscription to Pay TV. User needs and benefits, rather than cost, were found to be primary drivers.

Original languageEnglish
Title of host publicationProceedings of the 6th International Conference on Electronic Commerce, ICEC '04
EditorsM Janssen, H G Sol, R W Wagenaar
Place of PublicationNew York
PublisherAssociation for Computing Machinery (ACM)
Number of pages10
ISBN (Print)1581139306, 9781581139303
Publication statusPublished - 25 Mar 2004
Externally publishedYes
Event6th International Conference on Electronic Commerce, ICEC04 - Delft, Netherlands
Duration: 25 Oct 200427 Oct 2004


Conference6th International Conference on Electronic Commerce, ICEC04


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