At-home High-speed Users Up 121%

By: Sid Ross (Adweek IQ) Users are taking to their new high-speed Internet access just fine, thank you. Although a majority of Webbies still access the Internet via dial-up speeds of 56k, the number of new at-home high-speed Internet users jumped 121% in July 2001, compared to the same time last year, according to a new report by Milpitas, Calif.-based Nielsen NetRatings. In total, nearly 18 million users accessed the Internet at-home through a high-speed connection during July.

What is more, those users who upgraded to broadband service witnessed a seismic change in their surfing habits. There's only one word to describe usage habits by new broadband users: Up. And the increase of usage is often dramatic. Users who had switched from narrowband (56K or lower) to broadband service in July experienced a 130% increase in page views and spent 23% more time surfing the Web.

Analysts believe that the increasing adoption of broadband subscriptions bodes well, in particular, for streaming media, which already reaches a large section of the Web population. As of July 2001, streaming content reached more than 50% of all Internet users, according to Arbitron and Edison Media Research.

"Streaming media is a major driver behind broadband adoption," said T.S. Kelly, director and principal analyst, NetRatings. But Kelly also noted that many companies stand to benefit from the growing adoption rate of broadband. "Faster speeds improve the overall online experience, encouraging broadband surfers to explore more sites and spend more time online. All this added activity benefits advertisers, e-commerce sites, and content players."