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Half of Households in the United States Now with Broadband Internet
U.S. residential subscriptions to broadband Internet services surged 20% in 2006 to exceed 50 million households.

February, 2007

According to a market research study by Parks Associates, the residential subscriptions to broadband Internet services in the United States surged 20% in 2006 to exceed 50 million households. The report estimates U.S. residential broadband subscriptions will surpass 60 million households by year-end 2007, accounting for 55 percent of all U.S. households.

The study was conducted by researchers from Ball State University's Center for Media Design, who tracked the media usage of 350 people, recording their activities every 15 seconds. The study found that more than 60 percent of respondents used the internet for roughly two hours per day. It also found that those who use the web more than any other medium, called web dominant, spend about $5,000 more per year on retail goods than those who are TV dominant. Yet despite the internetís rise since 1995, when just 10 percent of respondents went online, it still only made up about 8 percent of advertising spending last year.

Pam Horan, president of OPA, considers that the Internet can be genuinely be called a mass media. Regarding which media are used together most often, the study found that in the morning, TV has a reach of 41 percent, but when you combine it with the web, it goes up to 62 percent. Newspapers have a reach of 17 percent. Combined with the web that goes to 44 percent. And magazines go from 7 percent to 39 percent. If you take a look at the evening, the combination of the web and print, newspapers, it goes from 39 percent to 75 percent, magazines from 31 to 72 percent. So there is value in the web on its own as a reach vehicle, and then you have this complementary aspect that makes it more powerful.

For further details, visit the Online Publishers Association.

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