Report: Broadbanders spend more time online

Cyberbiz Brief

A new report reveals that computer users who convert from narrowband to high-speed broadband Internet connections spend 35% more time online in entertainment-related activities, particularly gaming, according to new research from consultancy McKinsey & Co and Jupiter Media Metrix. The difference adds up to an additional 5.5 hours per month being spent online, mostly at entertainment Web sites. Six percent of U.S. households have a broadband connection, according to a McKinsey analysis of industry surveys. The study analyzed the online behavior of more than 11,000 consumers and surveyed 1,100 online and offline households. It identified six distinct types of broadband users in the United States, those logging on to the Internet using fast digital subscriber lines or cable modems. “In the near term, there is increased online usage because with broadband the Internet is ‘always on,'” said Joe Berchtold, co-head of McKinsey’s Broadband Special Initiative. “But in the next few years, there will be opportunities to take advantage of greatly expanded bandwidth to access more feature-rich audio and video content through PCs, TVs, stereos and other devices.”

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