Pulse Shows Consumers Desire High Speed Benefits.
February 22, 2001
Forty percent of consumers have heard the term ‘broadband,’ but 45% of those who have heard it, can’t offer a definition. Consumers are, however, well-versed in the benefits of high speed Internet access and they find these benefits desirable, as revealed in CTAM’s January/February 2001 Pulse, Does Anybody Really Know What Broadband Is?
Awareness of particular high speed features and benefits is high, with at least half of consumers agreeing that high speed Internet access offers:
A choice of Internet service providers;
A constant online connection without dial-up;
Access to the Internet up to 25 times faster than a 56k modem, and
The ability to be online and on the phone at the same time with one phone line.
Without exception, younger consumers and those with higher incomes are more likely to agree that high speed service offers each benefit.
Question: Based on what you know about high speed Internet access, which includes cable modem and DSL services, please tell me whether you agree or disagree with the following statements…?
Overall, at least four out of ten consumers surveyed find the benefits of high speed Internet access very desirable. These consumers want to:
Be online and on the phone at the same time with one line;
Access the Internet up to 25 times faster than with a 56K modem;
Have a choice of ISPs, and
Have a constant online connection without dial-up.
Remote access is somewhat less desirable, with one in four consumers interested in having their Internet service available when traveling.
In addition, the research uncovered an interest in streamed video programming to the PC, with television quality picture and sound, especially among younger consumers, those with children, and African Americans and Hispanics.
Nearly half of all consumers (45%) are interested in streaming some type of programming to a PC;
At least one out of four are interested in viewing full-length movies, clips of recently released movies and news clips, and
More than half of African Americans (63%) and Hispanics (54%) are interested in at least one type of streamed programming.
For more information or a copy of the complete study, CTAM members and media should click here or call 703.549.4200.*
For more information at http://www.ctam.com
