By: Ann M. Mack (
Adweek IQ) Eighteen- to 34-year-olds with high-speed connections log 52% more time online, much of it on entertainment and content sites, compared to their dial-up counterparts, according to a study released Thursday.
The research, conducted by comScore Networks on behalf of the Online Publishers Association, revealed that broadband users in this age group spent nearly twice as much time on entertainment sites, especially those with multimedia and streaming capabilities, than narrowband users. Their time spent with online news publications and weather sites increased 72% and 185%, respectively.
In keeping with these findings, the study found that 18- to 34-year-old high-speed Web surfers were more likely to have watched an online video within the last six months than those with a dial-up connection. Comparing broadband to narrowband users, respectively: 41% reported viewing a music video on the Web versus 29%; 52% reported watching a movie clip or trailer online versus 32%; and 32% reported viewing a news or current event segment on the Net versus 19%.
The study suggests that online video's rising popularity will help marketers reach audiences often missed by television advertising using their valuable commercial assets.
While content sites showed dramatic increases when broadband was added to the mix, the boosts in hours logged on Web utilities were more modest. Time spent with e-mail, instant messenger and online retailers rose 32%, 14% and 19%, respectively, among 18- to 34-year-old broadband users compared to their narrowband brethren.
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