Research shows broadband Internet access alters lifestyle

2005--Yahoo and Mediaedge:cia have revealed the findings of an in-depth broadband research study that examined the impact of high speed Internet access on people's daily lives. The Yahoo/Mediaedge:cia study found that consumers are increasingly growing closer to multiple media, and are turning to the Web for deeper content, entertainment and communication capabilities without forsaking other media. Broadband users view twice as many pages per month as their dial-up counterparts. The Internet is intersecting with all aspects of people's lives in dramatically new ways. The study showed that over half of broadband users say they are using online and offline media simultaneously, turning to the Internet to supplement other traditional media such as radio, newspapers and television. Broadband capabilities -- speed plus "always on" -- sparked this new "media meshing" trend, by allowing users to easily supplement one medium with another.

The study, commissioned by Yahoo! and Mediaedge:cia, includes both quantitative and qualitative research, and was conducted by Forrester Research and Headlight Vision. The results were released at Yahoo!'s "It's a Broadband Life" summit for marketers at the Museum of Television and Radio in New York on Tuesday, April 19, 2005.

"The 'always on' environment created by broadband access has transformed the way consumers are accessing information, communicating and living their lives," said Wenda Harris Millard, chief sales officer, Yahoo!. "This study makes even more clear the true shift in consumer behavior happening at such a rapid pace in today's society. This type of insight enables us to better understand how consumers are truly using media and help marketers reach their audience in compelling ways."

"Consumers crave rich experiences, regardless of the channel that delivers them," Meridith Jamin, director, consumer insights, Mediaedge:cia. "The next frontier of integration is to take a message through the different media channels while adapting it to take advantage of what consumers most love about that particular channel. This will make for a richer, more compelling brand experience."

"Meshing" Old and New Media

Media silos are dissolving -- for a richer experience with all media, consumers are now turning to the Internet to supplement other traditional media. Just as television didn't fully replace radio and radio didn't replace newspapers, the Internet has found a place in the lives of today's consumers that exists alongside earlier media.

Broadband allows consumers to get the full story from multiple media forms and sources; it plays a key role in integrating information and entertainment experiences in general. Broadband consumers are two to three times more likely to download video than dial-up consumers -- including movie clips, trailers, news video, short movies, sports events and cartoons.

The study showed that 64 percent of broadband users also engage with some form of traditional media (TV, magazine, newspaper, or radio) while actively online, compared to 57 percent of dial-up users. The number jumps to 71 percent for wireless broadband users.

"The Internet is able to bring everything together. It's able to bring out the good points of a lot of different types of media in one central place." Susanna, Young Professional, Nashville

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