January 19, 2005, 12:00 AM

Broadband users’ online retail spending is double narrowband users’

Broadband users out-shopped their narrowband counterparts in November, a study by Nielsen/NetRatings indicates. Nielson found that shoppers using broadband made 69% of online purchases that month, compared with 31% by consumers using narrowband.

Kurt Peters

Executive Editor

 

Broadband users out-shopped their narrowband counterparts in November, a study by Nielsen/NetRatings indicates. Nielsen found that shoppers using broadband made 69% of online purchases that month, even though broadband users are 50% of all users, compared with 31% by consumers using narrowband connections to the Internet.

Not only did the broadband contingent make more purchases, they spent more on their average purchase than the narrowband users did--$158.21 vs. $117.89, Nielsen says. Broadband shoppers also were more likely to make purchases, converting at a rate of 26%, compared to 21% for consumers using narrowband access.

Nielsen says Broadband users connected to the web an average of 59 times in November, 34% more than narrowband users, who went online an average of 44 times. Broadband users visited retail web sites an average of 18 times in November, compared to 14 visits by narrowband shoppers.

“With 55% of online surfers utilizing broadband, and broadband users spending more money online than narrowband surfers, there should be less concern about alienating the narrowband shopper,” says Heather Dougherty, Nielsen senior retail analyst. “Increased broadband penetration rates should encourage retailers to maximize the customer experience and rethink their online business strategies to integrate rich media into web site design and advertising campaigns.”

 

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