Broadband Access Builds Web Usage In US Homes

High speed net access covers a number of platforms – ISDN, LAN, cable modem and DSL. Each runs at a slightly different speed but all offer the bandwidth to experience audio and video content via the web. Most high speed access systems are also flat-fee and constantly connected to the web.

Across the board, narrowband surfers increased their web usage when they upgraded to broadband. In July 2001 5.5 billion pages were viewed in the US after users switched from narrowband to broadband. The number of pages accessed per person jumped 55%, whilst the numbers of sessions increased 25% to nearly 28 in July 2001 from 22 in January. New broadband users spent 23% more time surfing the web (at more than 15 hours) after they made the change.

Change in surfing behaviour of new broadband users (US, home users)
	Before broadband (Jan 2001)	After broadband (July 2001)	% Change
Page views (000)	2.4 billion	5.5 billion	130
Pages per person	757	1,170	55
Sessions	22.03	27.50	25
Time spent online per person (hr:min:sec)	12:21:50	15:14:00	23
Source: Nielsen//NetRatings, July 2001

“As early internet adopters upgrade to broadband, the faster connections are changing their online habits,” said T.S. Kelly, director and principal analyst, NetRatings. “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, eCommerce sites and content players. New broadband subscribers are looking to take advantage of their new-found speed, creating a large opportunity for companies to target and engage an attractive segment of the online community,” he added

The number of new broadband users rose by 121% year on year among US home users in July 2001. Nearly 18 million surfers accessed the internet via a high-speed connection, achieving triple-digit growth during the first half of 2001. Surfers using a 56K modem still outnumber broadband surfers; however, growth for 56K modems has declined significantly over time.

“The number of broadband users, nearly 18 million people, is at its highest point ever,” said Kelly. “Streaming media is a major driver behind broadband adoption. The movie-on-demand offering, Moviefly, by the major movie studios is an excellent example of the next generation of technology-enabled entertainment.”

Internet Connection Speed Growth (US, home users)
	Unique audience (000), July 2000	Unique audience (000) , July 2001	% Change
High speed*	8,003	17,703	121
Modem 56K	49,666	64,290	29
Modem 28.8/33.6K	24,205	15,523	-36
Modem 14.4K	5,304	3,907	-26
* includes ISDN, LAN, cable modem and DSL
Source: Nielsen//NetRatings, July 2001

Whilst broadband growth in the US is clearly surging, data from NetProfit, as analysed by MediaTel Insight, shows that UK broadband growth is set to be more than double that in the States (see Forecasts). Growth is expected to be 527% this year, dropping back to 145% next year and gradually slowing from that point on.

The huge growth rate at present is the result of an increase in availability of broadband, flat-rate access services, particularly from the cable companies.

DSL will lead the way, with cable modem access not far behind. They will be equally popular next year – with around 750,000 homes taking each – before DSL takes the lead over cable to reach 5.1 million homes by 2005. Cable is predicted by Net Profit to reach 2.3 million homes by 2005.

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