38% of All Home Web Users on Broadband

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By: David Gianatasio

(Adweek.com) Thirty-eight percent of all home Internet users, just short of 50 million Web surfers worldwide, connect via broadband, the highest number to date, according to a survey conducted by Nielsen//NetRatings.

Broadband use grew 27% (about 10 million users) from May-November 2003. During that same period, narrowband penetration has remained flat at approximately 70 million users.

Driving the broadband upsurge in part is the desire by consumers to sample bandwidth-intensive applications such as digital music downloading, said Marc Ryan, director of analysis at Nielsen//NetRatings.

And the trends are having an impact for online marketers and their agencies.

The increased number of broadband connections is also spurring the use of on-demand video, flash-based content and other rich-media applications, in the realm of advertising. For example, in November 2003, 17% of all online ad impressions were derived from rich media ads, a 10% increase from the same month the previous year. Ad impressions derived from standard online ads dropped from a 93% share in November 2002 to 83% in November 2003.

Nielsen//NetRatings is a unit of VNU, parent of Adweek Magazines.

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