Broadband users make good use of broadband access

Retailers looking to use such enhanced electronic marketing technologies as streaming video, flash and 3-D can rest assured that broadband users will be exposed to their ads. Or at least as much as they are to television and radio ads.

Broadband users spend about as much time online as they do with radio and TV, Arbitron Inc. and researchers Coleman report in their new study “Broadband Revolution 2: The Media World of Speedies.”

On average, “speedies,” as the companies call broadband users, use the Internet for 2 hours, 16 minutes a day. They spend an average of 2 hours, 28 minutes listening to the radio and 2 hours, 11 minutes watching TV. The groups of broadband users also spend about 1 hour, 25 minutes listening to pre-recorded music.

Nearly half, or 45%, of all speedies report at least some instances of media multi-tasking-consuming one or more media at the same time. About 20% of those who consume more than one media listen to pre-recorded music. Among broadband users who connect at home, 63% have a TV in the same room as their broadband connection, with 40% watching while using the Internet.