| The BRIDGE Media Group : RetailREPORT |
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| Tuesday, December 9, 2008 |
| Broadband's need for speed |
According to a report released this week by market research firm
Horowitz Associates, almost a third of all web users are dissatisfied
with the speed capabilities of their internet service.
Think about that for a second. A third.
Of
those, 19 percent say they are thinking about upgrading to a higher
speed plan (or would if it were available), while 10 percent would
switch providers for a faster connection. Overall, DSL subscribers are
least satisfied with their service; fiber users are happiest.
Interestingly,
more than 30 percent of Hispanic and Asian broadband users told
Horowitz that they were thinking about upgrading to a faster
connection, compared to just 23 percent of White and Black users. The
reason, according to the study, is that multicultural users are heavier
web TV users and rely far more on their broadband connection to access
in-language content.
"It is true that some segments of consumers
have been slower to adopt broadband," said Adriana Waterston, Horowitz
Associates vice president. "On the other hand, we have documented a
consistent trend that once online, Black, Hispanic and Asian consumers
are on the leading edge when it comes to entertainment-oriented
broadband content- including TV shows and movies online, and usage of
mobile video. Entertainment-focused broadband content provides
distributors with a tool to drive broadband penetration among these
audiences, and allows content providers the opportunity to reach their
audiences on alternative platforms."
What does this mean for the market? Remember those niche users? They just became your mainstream.
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