Evaluating Factors Affecting Broadband Adoption in Kenya
|Author(s)||Gilbert Barasa Mugeni, Gregory Wabuke Wanyembi, Joseph Muliaro Wafula|
|Issue Date||October, 2012|
|Publishing Date||October, 2012|
|Keywords||Adoption, Broadband, Kenya, Developing countries, Regression|
Recent research points to the appalling broadband penetration rates in developing countries, more so in Africa where individual broadband penetration rates are below two per cent. An understanding of the factors affecting broadband adoption in these countries is key to any strategy to improve broadband penetration figures. The deployment and adoption of broadband in Kenya is still in embryonic stage. For example, in itís fourth quarter 2011-12 sector statistics report, the ICT regulator, the Communications Commission of Kenya estimates that out of a total of about 7.7 million internet subscriptions, only about 10 per cent were broadband, even with the definition of broadband in Kenya still pegged at a transmission speed of at least 256 Kbps in either direction. This research provides an empirical support for understanding the drivers of consumer adoption of broadband from a developing nationís perspective. The study3 examines the various attitudinal, normative and control factors affecting the adoption of broadband internet in Kenya. The data on these variables was collected using a self-administered questionnaire approach. Regression analysis was conducted to test the role of numerous variables on consumersí behavioral intentions to adopt broadband. The findings of this study suggest that self efficacy, relative advantage, facilitating conditions and perceived knowledge about broadband are very significant in explaining consumersí behavioural intentions to adopt broadband in Kenya. Hedonic outcomes, perceived declining costs of broadband services, and perceived ease of use had moderate impact on the variation of broadband intentions while utilitarian outcomes, referents influence, and social outcomes predictors were found to be less significant. The paper proceeds to outline the research methodology, findings and recommendations to stakeholders in the broadband eco-system.