June 25, 2003, 12:00 AM

Broadband use significantly boosts likelihood to buy, says new survey

With a few exceptions, Internet users with broadband connections are more likely to purchase in any category than dial-up users, according to the Nielsen/NetRatings @Plan Spring 2003 survey.

Kurt Peters

Executive Editor

 

Retailers might be well served to offer more rich-media applications, even those requiring broadband, a recent survey from Nielsen/NetRatings shows. With a few exceptions, Internet users with broadband connections are more likely to purchase in any category than dial-up users, according to the Nielsen/NetRatings @Plan Spring 2003 survey.

The survey shows that 18- to 24-year-olds are 15% more likely to make a purchase if they use broadband rather than narrowband. Among 25- to 54-year-olds, that rises to 26%; it grows to 32% among consumers 55 or older, according to Nielsen/NetRatings.

In the youngest group of consumers surveyed, broadband users were more likely than narrowband users to purchase books (11.8% made purchase in last 30 days vs. 8.8%) or event tickets (8.2% vs. 5.2%), bid in auctions (8.4% vs. 7.9%) and conduct online banking transactions (7.6% vs. 6%). Only in apparel and accessories were narrowband users more likely to make a purchase, 8.6% for narrowband vs. 8.3% for broadband.

In the 25- to 54-year-old group, broadband beats narrowband significantly in every instance: Any online travel (19.6% vs. 13.4%), apparel and accessories (17.1% vs. 11.1%), books (16% vs. 11.4%), auctions (15.8% vs. 9%) and home banking (17.4% vs. 8.9%).

The same is true among consumers 55 and older: in online travel, 20.2% of broadband user made a purchase in the last month vs. 12.6% of narrowband; airline tickets (15.3% vs. 8.9%), books (15% vs. 11.4%), apparel and accessories, (13.9% vs. 8.8%) and home banking (13.8% vs. 5.6%).

 

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