Measuring usage and satisfaction: Cable modems and the internet

Some of the most appealing Internet applications driving household adoption are bandwidth-intensive - multimedia Web sites, videoconferencing and the downloading of software. Even at 56k transfer rates, the wait can frustrate users. Internet access via cable modems can be up to 500 times faster than with a 56k modem. Though not yet widely available, cable modems seem to have the potential to reduce frustration among household Internet users, to invite greater consumption and to improve satisfaction with the on-line experience. This article excerpts the results of a 1997 doctoral dissertation which investigated factors influencing household cable modem adoption and subsequent effects on Internet usage and satisfaction. The excerpts presented here focus on the measurement scheme for usage and satisfaction, which may be applicable to other studies of Internet usage, including digital libraries and electronic publishing. Cable modem adopters use the Internet more, use more of its applications and use it to satisfy more needs. Not surprisingly, cable modem adopters are significantly more satisfied with the Internet than are their slower dial-up access counterparts. The overall implication is that cable modems are likely to live up to their potential - they can lead to a very satisfying Internet experience in a household setting.