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BizReport : Research : April 10, 2008
Nielsen: Half of British aren't "high-speed" freaks
Online marketers may be interested to note that a recent report from Nielsen//Netratings found most Britons aren't logging on to the Internet via highest-speed connections. Only about one-third of consumers are utilizing the highest-speed connections (2Mb-8Mb).
What does this mean for marketers? For the most part, this is just another way to categorize online users so that marketers know what types of ads to use on which popular websites.
According to one analyst the super-fast connections haven't caught on as quickly in England because of the infrastructure. Alex Burmaster, Internet Analyst for Nielsen Online reports, "Aside from how much you're willing to pay, your maximum speed is really dependent on the distance you are from the local phone exchange and the quality of its technology.”
Because the infrastructure can't handle super-fast connections for everyone it is important to know just who is willing to shell out more cash for the highest speed connections because those who are connecting at faster speeds are remaining online for longer periods of time, up to 22% more time online.
Surprisingly, it isn't media or video websites that are attracting the most high-speed users; that is reserved for the automotive category with more than one-third of traffic coming from high-speed consumers.
Tags: online connections, online speed
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