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.
