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BizReport : Internet : January 21, 2010

Broadband to reach 1 billion consumers

Over the next three years brands and marketers, online and offline, will benefit from the use of broadband services. Why? According to a new In-Stat report broadband subscribers will top the 1 billion mark by 2013. This means more consumers online and more consumers utilizing faster online services, all of which means marketers and brands will be able to create more engaging content.

by Kristina Knight

Broadband services allow for quicker downloads of video, audio and flash content. Faster downloads mean consumers are less likely to click away from a page. The longer a consumer remains on site the more apt they are to convert from a window shopper to a buyer.

According to comScore researcher Michael Brown page load times can try consumers' patience, making them click away and - worse yet - not return to a website. According to a comScore report websites with shorter page loads were more likely to have purchases than websites with longer page loads.

"The growing popularity of bandwidth-intensive applications, such as watching online video, using IP-based telephony services, and downloading music files, is spurring global demand for broadband Internet connections," said Mike Paxton, In-Stat analyst.

By the end of 2009 there were 578 million broadband consumers worldwide. That number will double by 2013 as more consumers obtain access to cable modem, DSL and mobile wireless systems.

Tags: broadband internet, In-Stat, page load, page load times, page-load

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