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Older Americans' Use of Broadband Surges
Nielsen/NetRatings reported that broadband access at home continues to post double-digit growth with a 59% increase in December of 2002 over December of 2001. Broadband users also spent 70% more time online, conducted more online visits and viewed more than double the number of pages of narrowband Web surfers during the month. Narrowband usage, based in the "unique audience" or number of individuals using the web, declined 10% in December, and in fact declined all of 2002. Narrowband users still outnumber broadband users by two to one. More important to nonprofits, older Americans are embracing broadband technology. Almost 20% of broadband users in December were age 50+, and showed increases in use of broadband from 67% (for 65+ year-olds) to 78% (for 55-64 year-olds). Usage was up 75% in the 50-54 year age bracket, according to the report. The report can be viewed at http://www.nielsen-netratings.com/pr/pr_030115.pdf . NPAdvisors cautions nonprofits not to get sloppy with web page efficiency just because one third of Americans are now using broadband. There is still no reason to load up a web page with 'gratuitous' graphics. However, it is probably time to include streaming audio and video where they will help the nonprofit educate and advocate. February 2003 | ||
