December 10, 2002, 12:00 AM

Although a minority, broadband users dominate, says new Media Metrix survey

Users who access the Internet via a broadband connection are more likely to buy and shop online than other Internet users, comScore Networks Inc.’s Media Metrix division reports in a new survey.

Users who access the Internet via a broadband connection are more likely to buy and shop online than other Internet users, comScore Networks Inc.’s Media Metrix division reports in a new survey.

Broadband users make up 32% of the total market, yet they account for 51.4% of visitors to retailing web sites, Media Metrix says. Even at the most popular sites, where sheer numbers of visitors would say that most are coming over narrowband, broadband use is out of proportion to the total market. At eBay, for instance, broadband users are 41% of all users, at Amazon and Yahoo Shopping, they account for 45% of users. At the American Greetings sites, they are 40.8% of users.

Media Metrix also reports that broadband Internet users are responsible for 49% of pages viewed online, 44% of total usage minutes a month and they access the Internet every day, vs. the average of 18 days a month for a dial-up user. Broadband users number 46 million out of a total Internet population of 142.7 million. Media Metrix also reports that 86% of work users go online over high-speed connections.

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