…And access for all
As you may have read in a previous post, our house is currently a building site and we’re living in temporary accommodation. Although the flat is nice enough, the family and I are all starting to miss our creature comforts: my wife and I the garden and the Sky Plus HD box, the kids their trampoline. But we’re united in yearning for broadband which we’re all struggling to cope without.
My youngest daughter is a fan of the Bratz website (about dolls and accessories, for those of you without young girls), my son his Xbox live gaming & my eldest a constant stream of YouTube – let alone all their homework requirements which seem to demand internet access these days.
As well as for work, broadband access is vital for my late night binges on iTunes & paying the builders. We’ve experimented with 3G cards, but can’t seem to get a good enough reception out in the sticks, so the whole experience becomes frustrating.
We know that around 90 per cent of people who’ve just moved home would chose broadband over a microwave if they could only have one installed in the first month. How consumer behaviour has changed in the last few years. And I hope there are no doctors reading, but I read that 40 per cent of us would rather give up fresh fruit and veg than our broadband connection!
Whatever the industry’s thoughts on Digital Britain, we can applaud the decision to give as many people as possible access to broadband. Not only will it feed my families’ needs & obsessions but it’s great news for the UK’s agencies and advertisers as it expands the vibrant marketplace that the internet creates, as well as delivering consumers all the public service information they need.