The US broadband audience grew by 27% between May and November 2003 as high-speed internet access became a desirable resource in American homes.
Nielsen//NetRatings reports that 49.5 million, or 38% of all home internet users now access the web using broadband. The number is up from 39 million in May. Narrowband connections remained flat at 69.6 million.
“The number of Americans connected to the internet via broadband is growing at an impressive rate,” said Marc Ryan, director of analysis at Nielsen//NetRatings. “The increase in broadband connections indicates users are seeking ways to improve their internet experience. Moving to a high speed connection opens the door to a number of new content possibilities, driving further evolution of the internet and facilitating bandwidth-intensive applications like digital music downloading.”
eMarketer estimates that almost half of all US home internet users will rely on a broadband service by 2005 (see Half Of US Internet Users Will Take Broadband By 2005, Says eMarketer).
| US Internet Connection Speed Growth Rates |
| |
|
|
|
| |
Connections (000s) |
|
| Speed |
May-03 |
Nov-03 |
% Change |
| Broadband |
38,957 |
49,465 |
27 |
| Narrowband |
69,647 |
69,609 |
0 |
| Source: Nielsen//NetRatings, December 2003 |
The growth in broadband connections has increased the viability of applications like on-demand video and flash-based content in advertising. Nielsen//NetRatings states that in the month of November, 17% of all online advertising impressions were rich media ads, up from 7% a year earlier.
“Broadband enables both content providers and online advertisers to create more rich media based content,” said Ryan. “This rich media content leverages the power of television as a medium and brings it to the internet offering internet users a ‘best of both worlds’ experience.”
