Broadband Beloved By Britons As Technology Wins

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With a result that will keep Australian Online retailers optimistic and NBN supporters’ hopes alive, a new survey conducted in the UK says Britons rank home broadband as the innovation that has contributed most to their lives in the past decade.

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Respondents also ranked Online Shopping and Google as having made the biggest positive impact on their lives since the turn of the millennium.  In fact, technology accounted for 7 out of the top 10 most beloved innovations since the turn of the century.

The research, conducted by The Foundation in its inaugural Innovation Index, also rated products which had the most negative influence. Of these, social networking sites Facebook and Twitter scored badly coming in as bottom 2nd and 4th respectively, with Reality TV listed as the most offensive innovation.

A survey of how Australians spend their time online, last week, found that Aussies spend 22 percent of their time on social networks, with Facebook grabbing the lionshare of attention. However, 56 percent of Britons cited irritation and 43 percent said time wasting were the biggest reasons why they chose the social sites as their ‘innov-hates’.

Asked to give reasons as to why they found their favoured innovations beneficial, respondents most commonly cited usefulness and the ability to save time (with 66 and 55 per cent citing these as reasons respectively). Cost savings were cited less by 40 percent. However, only 28 per cent identified cutting-edge technology as a factor.

 

Charlie Dawson, Partner at The Foundation, said: “This survey shows what good and bad innovation looks like to customers. Home broadband was the winner, perhaps surprising if you thought innovation was all about shiny new gadgets.

“It’s a reminder of how useful broadband has become for most people in the UK. It allows us to do lots of things more quickly, more effectively and with a lot less effort, from shopping to dating to finding stuff out. Perhaps this explains why 71 percent of UK households have broadband despite it being an extra cost that no one had to pay before it existed,” said Dawson.

Most loved: the 10 products/services that have contributed most over the last decade.
1 Home broadband
2 Online shopping
3 Google
4 Chip and Pin
5 Digital cameras/photography
6 Online comparison sites
7 Community Recycling
8 Health labelling on foods, e.g. traffic lights
9 Low-cost air travel
10 Consumer GPS/Sat-Nav

 

Innov-hates: the 10 products and services that have contributed the least over the last decade.

1 Reality TV
2 Facebook and similar
3 Pop-up advertising
4 Twitter
5 IVR/Interactive voice response on telephones
6 Congestion charging
7 Paid-for plastic bags
8 DVD membership schemes, e.g. Lovefilm
9 Tracker mortgages
10 Public bike schemes

 

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