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Adults 45 and Older Trading in Dial-Up for Broadband
Internet Service
Parks Associates’ latest research suggests that an increasing number of
older adults are answering the call of broadband Internet service
High-speed Internet service
is attracting a wider consumer demographic, according to a new Parks
Associates survey, which found that people 45 and older now comprise more
than 40 percent of all U.S. broadband households. This age segment
represented 7.1 million of the 16.5 million U.S. households with broadband
Internet service at year-end 2002. The survey report
Broadband
Access @ Home III cites this trend as indicative of a growing
appreciation among older consumers for the value of a broadband connection.
“In a very short period of time, we have witnessed a
considerable increase in the number of broadband subscribers over the age of
45,” said
Michael Greeson, Parks Associates. “The most significant percentage growth from 2001 to 2002
occurred in the age segment of 65 and older, which increased from 5 percent
to 7.5 percent among total U.S. broadband households. This increase is due
in large part to the aggressive marketing efforts of service providers as
well as growing consumer awareness of the benefits of broadband
connectivity.”
In terms of net subscriber additions, the number of
broadband subscribers between the ages of 45 and 54 added 1.5 million
households, and those between the ages of 25 and 34 added 1.6 million.
However, the number of broadband subscribers between the ages of 35 and 44
increased by only 300,000 households, from 3.4 million to 3.7 million. This
age segment now represents only 22.2% of all broadband households, down from
30.8% at year-end 2001.
Parks Associates’ latest consumer study,
Broadband
Access @ Home III, is the largest long-form Internet survey conducted in
the U.S. to date, with more than 10,500 Internet households participating.
The study includes surveys of 4,500 narrowband and 6,000 broadband
households and offers statistically significant samples for most residential
services, including digital cable, satellite TV, Internet, home networking,
Internet telephony, home security, home management, and many others.
For additional information about Parks Associates’
Broadband
Access @ Home III, please contact
sales@parksassociates.com or
call 972-490-1113.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, in
partnership with the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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