The 19% of adult Internet users who have broadband Internet access at home are responsible for 31% of all online consumer spending, Scarborough Research says in a new report on broadband Internet use. Those 23 million users are twice as likely as all Internet users to have spent $2,500 or more online in the past 12 months, 39% more likely to purchase jewelry online, 64% more likely to purchase toys and games online, and 64% more likely to purchase cars, trucks and SUVs, Scarborough says.
"At-home broadband consumers spend more money online than the average Internet user and their affluence and education levels make them a favorable marketing target," said Gary Meo, senior vice president, Internet and print sales of Scarborough Research.
Compared to all Internet users in the U.S., broadband users are well-educated (12% more likely than all adults accessing the Internet to hold a college degree and 17% more likely to have a post-graduate degree) and affluent (32% more likely than total Internet users to have household incomes of $75,000 or more). 26% of broadband users are between 35 and 44 and 49% have one or more children in the household.
At 40% household penetration, Honolulu has the highest broadband usage, followed by San Diego, at 34%, and Rochester, NY, at 32%. Least penetration is in Roanoke/Lynchburg, VA, 6%, Albuquerque/Santa Fe, NM, 8%, and Spokane, WA, 9%.
Scarborough Research, a joint venture between Arbitron Inc. and VNU Marketing Information, compiled the information from from more than 200,000 interviews with adults, age 18 and over, in 75 of the county's largest markets.
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