US Web Users Move Into The Fast Lane

“2002 marked an entire year of decline for narrowband usage at home,” said Greg Bloom, senior internet analyst at Nielsen//NetRatings. “As the broadband infrastructure continues to expand across the US, we expect to see the mainstream online population convert to higher speeds.”

Analysis Broadband users are regarded as the driving force of the internet economy as they spend more time online, conduct more online visits and view more web pages than dial-up users (see Broadband Users More Active Online, Says comScore). Nielsen//NetRatings claims that broadband users averaged 17 hours and 20 minutes online last month, while narrowband users averaged less than 10 hours in the same period. Broadband users also made nearly 15 more visits while viewing over 1300 pages per person, more than double the amount accessed by their narrowband counterparts.

The research found that men made up 52% of all broadband users, while women comprised 53% of all narrowband surfers. Perhaps more surprisingly, older age internet users were the fastest growing segment using broadband. By the end of the year, almost 3 million web users in the 55-64 age range were accessing the web via a high-speed connection, an increase of 78% year on year. Other silver surfers were also keen to jump on the bandwagon and the 50+ population may now get more respect from online strategists and marketers.

“Members of Generation A have traditionally been late adopters of the internet and technology overall, but it looks like this surfing demographic is finally catching the high-speed wave,” said Bloom. “Cost is still an issue for many web users looking to upgrade to fatter pipes, especially the senior population. Barriers such as fixed incomes and lack of familiarity with online technology and community pose difficult obstacles.”