The popularity of broadband is based on the fact that subscribers tend to be wealthy, web savvy consumers who use the internet on a regular basis. However as high-speed access increasingly becomes the norm, there is uncertainty as to how the demographic will evolve.
Research has shown that exisiting broadband users spend more time on the net, visit more sites and view more pages than their narrowband contemporaries (see US Web Users Move Into The Fast Lane). This automatically makes them appealing to internet marketers, retailers and publishers. However, it is to be assumed that these companies will closely monitor their audience in years to come in order to spot changes in online behaviour.