Connection of choice: broadband
High-speed Internet users likely to be better educated, wealthyInternet users with broadband connections at home tend to be more affluent and better educated than consumers using dial-up or without a household Web connection, a recent report from Nielsen Analytics found.
The study, titled "Whatever, Whenever, Wherever: How Broadband Is Redefining the Economics of Television," indicated that 17% of consumers have an annual household income of more than $100,000 compared with 28% of households with broadband. Only 16% of these households use dial-up and 6% have no Internet connection at all. The study also found that 30% of broadband consumers live in homes worth $300,000 or more compared with 21% for all consumers.
Of the roughly one-third of adults in households with no Web connection, the study found that 69% have only a high school degree or less, compared with 33% for adults in broadband households.
Similarly, 24% of all adults have a college degree or more compared with 35% of adults with broadband at home. The report also found that "most" adults with postgraduate degrees have broadband at home.
The study said that the majority of home broadband users are young or middle-aged, as well, with 34% of users in the 18-34 demographic and 45% in the 35-54 group. Consumers older than 55 are less likely to have broadband at home, but, as the report indicated, the number will rise as the younger demos age.
The report was written by Larry Gerbrandt, head of Nielsen Analytics, and was completed in partnership with Scarborough Research. Nielsen Analytics is owned by the Nielsen Co., parent company of The Hollywood Reporter.