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Broadband Users Buy More Online
2001-05-14 admin
Broadband households are 60% more likely to make a purchase over the Web
15 May 2001, 6 pm GMT
A new study published by Centris this week reveals that in the States there were 5 million broadband and more than 37 million dial-up households accessing the Internet each month during the fourth quarter of 2000 and the first quarter of 2001 -- the period from which the study sample is accumulated.
Key Findings:
Broadband households are 60% more likely to make a purchase over the Web and spend an average of 38% more than dial-up households.
On average, broadband households pay nearly twice what dial-up households do each month for their Web connection ($35.40 vs. $18.05). But they can afford to, as twice as many broadband as dial-up households have an annual income in excess of $100,000.
Broadband households also consume a lot of movies and video and have higher cable, digital cable and pay penetration (less DBS), more DVD activity and a 30% greater likelihood of ordering PPV.
Directionally, it appears that DSL households are less TV oriented than are cable modem households. They have fewer TVs and big screen TVs, less VHS-rental activity, less cable penetration (twice as many former cable subs) and less video-game involvement.
However, there is higher DBS penetration in DSL households with more PC devices in the home such as MP3 players and digital cameras, and they spend more on online.
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