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RealTime IT News

Excite@Home Breaks Down Broadband Benefits

Broadband access provider Excite@Home this week released how user's are levering its high-speed network.

Customers that switched to the predominantly cable-based broadband services of Excite@Home tend to spend more time online, click through more ads and actually allow pages to fully load before they more to the next site.

The Excite@Home awareness study measures consumer awareness of the its services and differences between narrowband and broadband users.

According to the study, 83 percent of Excite@Home subscribers said they spend more time online, while 66 percent said they are more likely to leave their computer on and connected all day. Presumably 17 percent of users participating in the study actually spent more active time online.

Byron Smith, Excite@Home executive vice president, said its users leverage the speed of the Excite@Home network to enhance their online experience.

"This usage data demonstrates that @Home service quickly becomes indispensable for our subscribers as it allows them to experience all the richness and functionality the Internet has to offer," Smith said.

Forty-two percent of Excite@Home users report that they click through to more advertisements than they used to with narrowband services, and 78 said allow pages to load completely before clicking toward their next Web destination.

Smith said the Excite@Home subscriber base has a positive response to Web advertisements because they can cruise back and forth quickly over their broadband connection to the Net.

"Broadband helps consumers to quickly and easily access the information they are searching for and positively changes the way people use their computer," Smith said.

Video and audio streaming remain the most popular sources for online entertainment. Excite@Home members said they enjoy watching video clips, listening to the radio, downloading software on demand and view movie trailers with their high-speed access.

The study is conducted quarterly for Excite@Home by Harris Interactive Inc. , known for its Harris Polls, to question an online panel of cooperative respondents. The most recent data was gathered through online interviews with 2,443 respondents conducted in April.