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Understanding User Adoption
This tool provides a closer look at user adoption or the rate at which users in an area subscribe to high speed internet service and have access to devices. It also provides context on socioeconomic realities of low utilization, because the biggest barrier to broadband use in some areas of the region is cost.
About the Data
Data were gathered from the 2019 Census American Community Survey (ACS). The Survey asked households:
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whether they had a subscription to any type of fixed, terrestrial internet (not just mobile devices or satellite service)
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if they had a subscription, is service provided at broadband speeds (25 Mbps for uploads/3 Mbps for downloads), and
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whether they had a computer in their home.
For more Information on the foundational public data sources used, watch the NTIA Broadband USA webinar on "Data as the Foundation for Broadband Planning".
The summary charts were sourced from H-GAC Vulnerable Populations (2019) and HUD Low & Moderate Income (2015).
Next Steps to Increase Adoption Rates
Low adoption rates are most often the result of limited ability to pay for service or devices, such as computers and smart phones. Lower adoption limits community members' ability to participate in an increasingly remote 21st-century economy, develop digital literacy skills, or access critical information in emergency situations.
Promoting broadband adoption is a low-hanging fruit of opportunity: the benefits are higher and the cost of improving adoption rates is lower than the cost of adding broadband infrastructure to increase the availability of service. Several grant and subsidy programs help get technology into the hands of users who need it most.
The good news about broadband adoption is that the cost of improving adoption rates is lower than the cost of broadband infrastructure to increase the availability of service. Several grant and subsidy programs help get technology into the hands of users who need it most.
Unfortunately, local governments are not frequently eligible recipients for these types of grant programs.
There are several ways local governments can leverage these programs to increase adoption rates, including:
Promote Awareness of Subsidy Programs to Grant-Eligible Partners
FCC Emergency Broadband Benefit Program
The Emergency Broadband Benefit Program was created by Congress in the Consolidated Appropriations Act of 2021, with $3.2 billion allocated to the Federal Communication Commission’s (FCC) Emergency Broadband Connectivity Fund to support the program.
The program gives funding directly to internet service providers to discount services or devices for eligible users. The Emergency Broadband Benefit program will provide a discount of up to $50 per month toward broadband service or a one-time discount of up to $100 to purchase a laptop, desktop computer, or tablet from participating providers.
Local governments can support service providers' distribution of funds through outreach or identification of priority users.
The Emergency Broadband Benefit is a tremendous opportunity for our region’s residents to get much needed help directly at the household level. Although the benefit is issued directly to service providers to then allocate to households, CTC offers helpful recommendations on how local governments and community partners can support the roll-out.
The FCC also released a consumer outreach toolkit to support efforts to directly promote the program to households.
On May 12 the FCC released a listed of participating service providers by state. See the list of participating service providers in Texas.
U.S. Department of Agriculture Telecommunications Programs, Community Connect
The Community Connect Program offers grants for mid-mile connections to central community facilities that can connect businesses and residents around the facility to high-speed internet service.
The grants not only support the infrastructure to provide service but also can cover the cost of devices, computers and even subsidized service to those businesses and residents utilizing the newly-provided service for up to two years.
While the awards are granted directly to service providers, service providers must work in partnership with local governments to design the service improvement plan and implement the grant through utilizing community facilities to implement improvements.
Universal Service Fund E-Rate and Rural Health Care Programs
Universal service programs give healthcare and education providers access to rebates that subsidize the purchase of devices and service.
These long-standing federal programs have received additional annual appropriations and recent COVID-19 disaster relief supplements targeting rural healthcare. However, most of these programs require matching funds or upfront capital.
Local governments can lead efforts to form a consortia to increase resources, develop partnerships for raising capital, supply match funding, or engage service providers for planning capital investment. Institutions tend to be more successful in accessing awards when they apply through consortia or partnerships.
View additional information about Healthcare Provider funding opportunities and Education Provider funding opportunities.
NTIA Connecting Minority Communities Pilot Program
In the federal Consolidated Appropriations Act of 2021, the National Telecommunications and Information Administration (NTIA) was allocated $285 million for a pilot program to help students and communities in underserved areas connect to the internet through affordable broadband service.
This program is likely to open in Q2-Q3 of 2021.
Local governments can promote awareness of the pilot program to the community's eligible organizations and support their ability to identify communities in need.
Subscribe to the Gulf Coast Economic Development District newsletter to receive announcements on notices of funding for this program.
NTIA Tribal Broadband Connectivity Program
The recently enacted Consolidated Appropriations Act of 2021 provides new sources of tribal broadband funding to assist in mitigating the effects of the COVID-19 pandemic which is exacerbating the digital divide across tribal communities.
With the designated funding, NTIA is in the process of developing the Tribal Broadband Connectivity Program (TBCP) that will make grants available to eligible entities as quickly as possible.
The $1 billion TBCP will provide funding for the following broadband infrastructure deployment and affordable broadband programs, including:
- providing free or reduced-cost broadband service
- preventing disconnection of existing broadband service
- distance learning
- telehealth
- digital inclusion efforts
- broadband adoption activities.
Support Education Programs to Help All Members of The Community Develop Digital Literacy Skills
Work with community partners to develop population-sensitive outreach methods in areas with the greatest need.
Partners might be churches, social services organizations, non-profits, school districts, parent-teacher associations, homeowners associations, chambers of commerce, industry associations, or utilities providers (for partnerships on direct mail-outs).Partner with organizations to promote educational resources and training opportunities.
In-person and virtual education programs for populations most in need of digital literacy skills can help boost adoption rates.
Engage and invite education providers or small business development centers to local trainings for employers, business owners, and employees.
Staying abreast of the latest e-commerce tools, online marketing, cybersecurity, and digital management strategies requires businesses, business owners, and their employees to frequently learn new skills and competencies, known as upskilling.
Below are adoption resources in the Houston-Galveston Region or similar communities in Texas:
Digital Literacy Resources
School Aged Children
What are Digital Literacy Skills? from AESEducation on identifying digital literacy curriculum considerations for school aged students
Competencies for Students from Michigan Integrated Technology
All Ages, General Training
DRIVE Your Learning for new digital learners and trainers from Connected Nation
DigitalLearn computer skills trainings for all users on the basics of operating systems, social media platforms, mobile devices, safety, and online shopping.
Digital Literacy virtual trainings and downloadable resources in many languages from Microsoft
Online Technology Education from the Goodwill Community Foundation
Business Owners
E-Commerce for Local Business from SBDCNet National Information Clearinghouse
E-Commerce Development Courses from LinkedIn
Digital literacy resources from the National Telecommunications and Information Administration
What's Next?
Does your community have high rates of households without broadband? If so, it could be due to lack of service availability.
Increasing adoption rates through digital literacy and life-long learning of modern technology tools will be a regional priority for decades to come. But without a reliable network, users can't experience the economic and social benefits of high speed internet.
If you are not sure whether to focus on service availability or user adoption, identify areas of greatest need with a Gap Analysis.