A larger percentage of U.S. active home web users are connecting to the Internet via broadband, according to a new study from Nielsen/NetRatings Inc. In November, 78% of active users had a broadband connection, up 13 percentage points from 65% in November 2005, Nielsen reports.
Broadband consumers also continue to use the Internet more heavily than narrowband consumers, Nielsen found. In November, broadband users spent an average of 34 hours and 50 minutes per person online. That was 33% more time online than narrowband users, who had an average of 26 hours, 13 minutes per person.
Of the total time spent online, 82% could be attributed to those consumers connecting via broadband, Nielsen says. Broadband users also viewed more than twice as many web pages as narrowband users, with averages of 1,574 and 681 web pages per person, respectively.
Among the top 10 parent company web sites in November ranked by visits, only two online retailers made the list, according to Nielsen. EBay Inc. was fifth with 71.2 million visits and Amazon.com Inc. was eighth, with 54.5 million visits. EBay ranked No. 6 in the top 10 brand web sites by visits with 64.2 million visits and Amazon ranked eighth with 48.6 million visits.
Amazon.com is No. 1 in the Internet Retailer Top 500 Guide to Retail Web Sites.
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