The Broadband Value
Cost Weighs Heavily
In the end, satisfaction with existing service, a lack of information and no experience with faster connections adds up to a lack of incentive among consumers. In this frame of mind, any perceived costs, over and above what they are paying now, are not justified. The extra costs associated with broadband connections, with higher monthly service and installation charges, are so labelled. Even here there is some misinformation since current dial-up users perceive acquiring the necessary hardware as prohibitively expensive—not entirely true, given hardware rental options and offers for free installation. For some, the issue is really about spending any more money with their cable or phone provider. The bottom line is that the cost side of the equation carries too much weight.