This study included a survey of rural households of Northern Ireland in 2015. Results from the survey highlighted disparity between broadband access and adoption in rural areas. The rate of superfast broadband adoption in rural areas where superfast broadband is available was low. This is of concern as many rural areas only have access to superfast broadband. The finding suggests the need for policies that target adoption since improving access to superfast broadband will be successful only if rural households adopt and use it.
This research further demonstrated that speed was the most important broadband features that influenced the demand for broadband services.
In addition, this project indicated that to encourage the members of the rural public to adopt or continue to use superfast broadband, there needs to be an increase in the levels of self-efficacy (belief in one’s ability to use the internet successfully) and direct internet experience.