Americans with At-Home Broadband Connections Accounted for Almost One-Third of Total Online Spending During the Past Year.Business Editors NEW YORK--(BUSINESS WIRE)--Aug. 4, 2003 Broadband broadband Term describing the radiation from a source that produces a broad, continuous spectrum of frequencies (contrasted with a laser, which produces a single frequency or very narrow range of frequencies). Users, the "Next Generation" of Internet Users Internet user n → internauta m/f Internet user Internet n → internaute m/f , Are Drawn to Traditional Media Websites Scarborough Scarborough, town (1991 pop. 36,665) and district, North Yorkshire, NE England, on the North Sea. The town, primarily a resort, is also an important conference and retirement center. The area was recognized at an early time for its strategic location. Research, a leader in identifying local, regional and national consumer patterns, announced a recent study that shows American American, river, 30 mi (48 km) long, rising in N central Calif. in the Sierra Nevada and flowing SW into the Sacramento River at Sacramento. The discovery of gold at Sutter's Mill (see Sutter, John Augustus) along the river in 1848 led to the California gold rush of adults with at-home at-home n. also at home An informal reception in one's home. adj. 1. Being, occurring, or functioning in one's home: at-home workers; at-home care. 2. broadband connections See broadband and wireless broadband. accounted for almost one-third (31 percent) of all consumer online spending last year totaling 15 billion dollars. At home broadband users - those who used an ISDN ISDN in full Integrated Services Digital Network Digital telecommunications network that operates over standard copper telephone wires or other media. , DSL DSL in full Digital Subscriber Line Broadband digital communications connection that operates over standard copper telephone wires. It requires a DSL modem, which splits transmissions into two frequency bands: the lower frequencies for voice (ordinary technology or a cable modem cable modem Modem used to convert analog data signals to digital form and vise versa, for transmission or receipt over cable television lines, especially for connecting to the Internet. to access the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the in the past 30 days - currently represent 19 percent of online adults. America's 23 million broadband users are twice as likely as all Internet users to have spent $2,500 or more online in the past 12 months. Broadband users are 39 percent more likely to purchase jewelry jewelry, personal adornments worn for ornament or utility, to show rank or wealth, or to follow superstitious custom or fashion. The most universal forms of jewelry are the necklace, bracelet, ring, pin, and earring. online; 64 percent more likely to purchase toys and games online; and 64 percent more likely to purchase cars, trucks and SUVs. Furthermore, broadband users are more likely to use the Internet to view traditional media content than other Internet users. This escalating category of Internet users is the next generation of web users and information seekers. Broadband users are 68 percent more likely than all Internet users to have read a magazine online and 40 percent more likely to have read a newspaper online in the past 30 days. One-fifth (20 percent) of broadband users listened to the radio online in the past 30 days, making them 72 percent more likely than all Internet users to do so. As compared to all Internet users, broadband users are 42 percent more likely to have visited a broadcast television network website in the past 30 days and one-third (33 percent) more likely to have logged onto a local television station website. They are also 45 percent more likely to have accessed Internet yellow pages in the past 30 days. "Traditional media websites, which have often been perceived mostly as extensions of their broadcast or print counterparts, are able to provide richer online experiences to those with broadband connections and offer rich content like streaming audio A one-way audio transmission over a data network. It is widely used on the Web as well as company networks to play audio clips and Internet radio. Computers in home networks stream audio (mostly music) to digital media hubs connected to home theaters. and video, interactive games, and sophisticated graphics and downloads," said Gary Gary, city (1990 pop. 116,646), Lake co., NW Ind., a port of entry on Lake Michigan; inc. 1909. Gary was founded by the U.S. Steel Corporation, which purchased the land in 1905 and landscaped it for a city. Meo, senior vice president, internet and print sales, Scarborough Research. "Their ability to integrate traditional content with rich media also allows online marketers to present advertising in new and exciting formats. The continued adoption of broadband is one of the key drivers of the advertising growth that online companies have been experiencing this year." Where do broadband users live? According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Scarborough Research, Honolulu Honolulu (hŏn'əl  `l, hōnō–), city (1990 pop. is the top ranked
broadband market as 40 percent of Honolulu adults who accessed the
Internet in the past 30 days have a broadband connection at-home. San
Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. , CA, is second highest with 34 percent followed by Rochester Rochester (rŏch`ĕstər, –ĭstər).1 City (1990 pop. 70,745), seat of Olmsted co., SE Minn.; inc. 1858. , NY, with 32 percent. Cities with the lowest broadband penetration include Spokane Spokane, city, United States Spokane (spōkăn`), city (1990 pop. 177,196), seat of Spokane co., E Wash., at the spectacular falls of the Spokane River; inc. 1881. , WA (nine percent), Albuquerque/Santa Fe, NM (eight percent), and Roanoke/Lynchburg, VA (six percent). Compared to all Internet users in the U.S., broadband users are well-educated (12 percent more likely than all adults accessing the Internet to hold a college degree and 17 percent more likely to have a post-graduate degree) and affluent (32 percent more likely than total Internet users to have household incomes of $75,000 or more). Slightly more than a quarter (26 percent) of broadband users are between the ages of 35 and 44 and almost half (49 percent) have one or more children in the household. "At-home broadband consumers spend more money online than the average Internet user and their affluence and education levels make them a favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. marketing target," said Mr. Meo. "Local media outlets can take advantage of broadband penetration in their markets - and the expanded creativity of rich content - to reach this valuable consumer group with content and advertising." The data for this report was compiled from August 2001 to September September: see month. 2002 from Release 2 of the 2002 Scarborough USA+ Study. Data is gathered from more than 200,000 interviews with adults, age 18 and over, in 75 of the county's largest markets. The reports are single-source studies that examine a variety of characteristics including demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , socioeconomic so·ci·o·ec·o·nom·ic adj. Of or involving both social and economic factors. socioeconomic Adjective of or involving economic and social factors Adj. 1. characteristics, lifestyle activities, online and offline consumer habits, local market shopping patterns and product usage as well as media behavior. For more information regarding these and other Scarborough findings, please contact Allyson Mongrain at amongrain@scarborough.com. ABOUT SCARBOROUGH RESEARCH Scarborough Research is a leader in local, regional and national consumer patterns and media usage. Scarborough serves a broad client base of radio and TV stations, cable systems, newspapers, advertisers, agencies, sports teams and leagues and Internet companies. More than 200,000 adults are interviewed annually and reports are issued twice a year examining a variety of consumer characteristics including online and offline consumer purchasing patterns, traditional and non-traditional media use, detailed demographics and lifestyle activities. Scarborough Research is a joint venture between Arbitron Arbitron (NYSE: ARB) is a radio audience research company in the United States which collects listener data on radio audiences similar to that collected by Nielsen Media Research on television audiences. Inc. and VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User Marketing Information, Inc. Local Market / DMA (1) (Digital Media Adapter) See digital media hub. (2) (Document Management Alliance) A specification that provides a common interface for accessing and searching document databases. (TM) Variations in Broadband Users*
Rank DMA % Rank DMA %
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1 Honolulu 40 38 West Palm Beach/Fort Pierce 19
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2 San Diego 34 39 Greensboro/High Point/ 19
Winston-Salem
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3 Rochester 32 40 Hartford/New Haven 19
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4 Austin 31 41 Memphis 18
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5 San Francisco/Oakland/ 31 42 Chicago 18
San Jose
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6 Providence/New Bedford 29 43 Columbus 18
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7 Boston 29 44 Charlotte 18
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8 Las Vegas 28 45 Minneapolis/St. Paul 18
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9 Syracuse 27 46 San Antonio 18
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10 New York 26 47 Oklahoma City 17
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11 Detroit 25 48 Miami/Ft.Lauderdale 17
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12 Seattle/Tacoma 25 49 Nashville 17
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13 Raleigh/Durham 25 50 Washington, D.C. 17
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14 Tampa/St.Petersburg/ 25 51 Milwaukee 16
Sarasota
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15 Kansas City 25 52 Knoxville 15
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16 Albany/Schenectady/ 25 53 Grand Rapids/Kalamazoo/ 14
Troy Battle Creek
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17 Los Angeles 24 54 Greenville/Spartanburg/ 14
Asheville/Anderson
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18 Dallas/Fort Worth 22 55 El Paso 14
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19 Wichita/Hutchinson 22 56 Fresno/Visalia 14
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20 Phoenix 22 57 Birmingham 13
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21 Orlando/Daytona 22 58 Salt Lake City 13
Beach/Melbourne
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22 Norfolk/Portsmouth/ 22 59 Richmond/Petersburg 13
Newport News
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23 Jacksonville/Brunswick 21 60 Wilkes-Barre/Scranton 13
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24 Portland 20 61 Indianapolis 13
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25 Buffalo 20 62 Harrisburg/Lancaster/Lebanon/ 12
York
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26 Mobile/Pensacola 20 63 Louisville 12
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27 Cincinnati 20 64 Tucson 12
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28 Atlanta 20 65 Fort Myers/Naples 12
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29 Baltimore 20 66 Charleston/Huntington 12
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30 New Orleans 20 67 Tulsa 11
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31 Pittsburgh 20 68 St. Louis 11
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32 Flint/Saginaw/Bay City 20 69 Dayton 11
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33 Philadelphia 20 70 Des Moines/Ames 11
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34 Denver 20 71 Toledo 10
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35 Houston 19 72 Lexington 10
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36 Cleveland 19 73 Spokane 9
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37 Sacramento/Stockton/ 19 74 Albuquerque/Santa Fe 8
Modesto
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75 Roanoke/Lynchburg 6
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* Broadband users = consumers who have accessed the Internet in the past 30 days and have an ISDN, DSL, or cable modem access to the Internet from their home. Based on Scarborough USA+ 2002 Release 2 (12 months only), August 2001-September 2002. DMA is a registered trademark of Nielsen Noun 1. Nielsen - Danish composer (1865-1931) Carl August Nielsen, Carl Nielsen Media Research. All other trade names are the property of their respective owners. |
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