Speed and the Internet: Factors influencing choice of access capacity and subsequent effects on media consumption

The general objective of this dissertation is to extend the current understanding of the factors influencing media choice, media functions and media consumption, now that the Internet is part of the mix. The specific focus of this project is on Internet speed or access capacity, and its influence. The factors that influence consumer choice of Internet access speeds and in turn, the relationship between speed and media consumption are modeled in this study using perspectives of diffusion of innovation, micro-economic theory, uses and gratifications and a conceptualization of interactivity.;The conclusion is that speed makes a difference. These early findings suggest there is theoretical and practical value in conducting further research on speed and interactivity, the relationship between satisfaction and consumption, and the modeling of diffusion of innovation and the uses and gratifications of the Internet.;The model was tested in a market situation where high speed cable modems have been available for over two years. Two surveys of U.S. cable subscribers with Internet access were conducted; the first survey was analyzed qualitatively (n = 35) and the second (n = 256) provided data for quantitative analysis. About half of respondents used cable modems. Results indicate that users with high speed access may perceive the Internet to be more interactive, more compatible with their lifestyles and needs and less complex than do Internet users with slower dial-up modem access. Cable modem adopters tend to be more frequent users of data-intense applications such as FTP and the Web. They tend to have information-related occupations but there is no relationship with education or age. As to the relationship between high speed Internet access and consumption of media, high speed access is positively related to time spent on-line and negatively related to television viewing. The high speed users do not spend more time overall with the mass media and communication technologies (including the Internet) nor do they appear to spend more on the media though they spend substantially more for Internet access itself. High speed Internet users are more satisfied with a variety of Internet facets, use more "parts" of the Internet, use it to satisfy more needs and tasks.