The UK has dropped from 13th to 14th place in broadband penetration worldwide, during the last quarter of 2008. The US dropped out of the top 20 entirely during the same time period, according to a recent Point Topic survey. Meanwhile US broadband penetration dropped to 93.13% among active Internet users. This is the second month in a row that US broadband penetration has fallen.
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The importance of download speed, for most Web users, has long been established (King 2008). Fast response times foster higher flow states (Skadberg & Kimmel 2004), higher conversion rates (Akamai 2007), higher perceived trustworthiness (Nielsen 1999), and lower user frustration (Ceaparu et al. 2004). But, previous research has also found that differences in gender, age and computer self-efficacy can moderate user priorities. This article explores the differences among men and women in their desire for speed.
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