Research shows broadband Internet access alters lifestyle

"I'd say that's probably my biggest motivator to get on the Internet -- information. It's really the easiest access I have." Kammie, Professional, Portland

Cutting the Cords

Broadband wireless has given "instant gratification" to consumers who want to use the Internet as a constant resource. Wireless capabilities delivered via users' home networks are altering consumption patterns in a new way: The Internet can now be accessed virtually anywhere, blurring the technological boundaries and making the Internet a natural aspect of daily life. Study participants reveal that wireless access provides them with a feeling of freedom, not only to find an endless amount of information, but also to do so from any location in the home.

"With wireless broadband, we use the Internet even more, in the kitchen, in front of the TV -- It really takes a television show to another level." Talisa, Young Professional, New York

Though wireless Internet access within the home is in its early stages, with eight percent of Internet households currently using wireless broadband, the new technology is allowing users to choose where and how they access the Web. Eighty percent of wireless broadband users sometimes or frequently access the Internet from their bedrooms, while a surprising 21 percent use their wireless access in the bathroom. No matter the location, study participants agree that this freedom of choice is resulting in even more integrated experiences.

By altering the routines of daily life, broadband is impacting marketing strategies. The survey findings provide additional insights to marketers that broadband's bandwidth capabilities encourage consumers to rely heavily on the Internet as a complementary resource to traditional media. To reach consumers effectively, marketers must develop integrated campaigns to communicate the right message through various channels, including online portals.