78% of U.S. Internet Users Connect via Broadband; Top 10 Sticky Sites

Some 78% of U.S. active home Web users are connected via broadband at home during the month of November, up 13 percentage points from the 65% of active Web users a year ago, according to Nielsen//NetRatings. Web sites for online gaming, instant messaging, e-mail and social networking made the top 10 list when ranked by average time per person among broadband users at home. 

Broadband consumers are heavy Internet users compared to their narrowband counterparts. 

  • In November, with an average of 34 hours and 50 minutes per person, they spent 33% more time online than narrowband users, who had an average of 26 hours and 13 minutes per person. 

  • Among all time spent online during the month, 82% could be attributed to those connecting via broadband. 

  • Broadband users viewed over twice as many Web pages as narrowband users, with averages of 1,574 and 681 Web pages per person, respectively.

Social Activities Dominate Broadband Time Online The Web has become an integral part of everyday social life, particularly among kids and teens.

  • Online gaming site Pogo.com led the pack among broadband users, with an average of four hours and 23 minutes per person in November. Another online gaming destination, Electronic Arts, ranked No. 2 with an average of 3 hours and 43 minutes per person. MSN Games and RuneScape also made the top 10, with average times reaching nearly two hours.

  • AOL Instant Messenger ranked No. 3 according to time spent by home broadband users, with an average of three hours and 24 minutes per person. Yahoo! Mail and Google Gmail were also among the top 10, both with averages over one and half hours.

  • Social networking favorite MySpace followed in fourth place, with a monthly average time spent of two hours and eight minutes per person. 

Top Sites ranked by Time per Person among Broadband Users, November 2006 (U.S., Home only)

Rank

Site

Broadband Time per Person (hh:mm:ss)

Broadband Percent of Site's Total Time

Broadband Unique Audience (000)

1

Pogo.com

4:23:16

90.89%

6,029

2

EA - Electronic Arts Online

3:42:48

91.10%

7,422

3

AOL Instant Messenger

3:23:36

87.13%

31,634

4

Myspace.com

2:07:34

88.61%

37,734

5

MSN Games

1:58:31

90.69%

5,538

6

RuneScape

1:57:56

96.49%

3,246

7

Yahoo! Mail

1:32:33

87.96%

39,310

8

Google Gmail

1:32:08

92.13%

5,514

9

iTunes

1:30:17

89.61%

17,336

10

Trend Micro

1:21:38

97.10%

1,197

Source: Nielsen//NetRatings, December 2006
Note: Web sites ranked by time per person among broadband users. Web sites with fewer than one million broadband unique visitors and/or with time spent via broadband at less than 82 percent of the site’s total time were excluded.

“What most of these Web sites have in common is that they engage the consumer for an extended period of time by offering a way to connect with others,” said Carolyn Creekmore, senior director of media analytics, Nielsen//NetRatings. “Online games provide an outlet for camaraderie and playfulness, while instant messaging, e-mail and social networking allow for more direct, albeit often equally creative, communication.”

 

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