Broadband lures surfers

Broadband users surf for longer and more often

Fast net services are keeping surfers glued to the web, US research has shown.

American surfers using broadband account for up to half the total of web pages viewed online, even though they represent only 32% of total users.

The research, conducted by internet measurement firm, comScore Media Metrix, found that those with a high-speed connection tended to surf the internet every day, compared to dial-up users who logged on for just 18 days per month.

It has long been suggested that broadband users would stay online significantly longer than dial-up customers, because of the fact that broadband is always-on.

More content needed

Broadband users inevitably consume more content and purchase more online.

Max Kalehoff, comScore

Around 46 million Americans have a broadband connection either at home or work.

Many of the sites with a high level of broadband visitors are work related, including travel sites, car rental, hotels and weather.

According to Max Kalehoff, senior manager at comScore, the figures should be a salutary lesson to content providers.

"This data further demonstrates the importance of creating content and services targeted to the unique web consumption and shopping behaviours of specific online segments - in this case, users with broadband versus dial-up users."

He think the time spent online by broadband users will continue to rise.

"They'll inevitably consume more content and purchase more online. Companies will need to adapt their consumer offerings accordingly," he said.

The research also found that both dial-up and broadband users are turning to e-commerce in earnest this year.

In the week following Thanksgiving, traditionally the beginning of the Christmas spending frenzy in America, online spend totalled $1.5bn, up 41% on the same period last year.