August 4, 2003, 12:00 AM

19% of broadband users create 31% of online sales, says new study

23 million broadband Internet users are twice as likely as all Internet users to have spent $2,500 or more online in the past 12 months and 39% more likely to purchase jewelry online, says Scarborough Research.


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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