Paid Inclusion

August 26, 2004

Based on a survey of 60,010 households, Forrester's annual guide to technology adoption and forecasts says Internet device ownership and online behavior is on the increase.

Covering a vast range of topics, the study "reveals how closely related broadband access is to consumers' technology use and behavior online."

The information contained in the report makes it clear that consumers continue to integrate technology more deeply into their lives. As it states, entertainment technologies are becoming more digital and portable, communication technologies more personal and important, and productivity and service technologies more ubiquitous.

To quote: "The data shows that broadband is the energizing force of the Internet today: Broadband households treat the Internet as an always-on library, yellow pages, shopping mall, and service center."

According to Forrester, broadband is in nearly 20% of all North American households, or 23.1 million, which is up 4.3 million from last year.

The importance of the numbers, however, is illustrated in the underlying activities consumers engage in while using their broadband connections.

For example, in 2003 DVD players showed huge growth, reaching a 56% adoption rate, but it was the arrival of MP3 players, such as Apple's iPod, and the pivotal role of the PC as a downloading device for music, as well as the PC's role in downloading games, that drove much of the DVD activity and interest.

In fact, 20% of the households Forrester surveyed said they downloaded music.

No one disputes the fact that the Internet is growing in importance in the everyday lives of families across the continent — a whopping 97% of online households Forrester surveyed use e-mail, and 78% of them said that e-mail is important in their lives. The rate of broadband adoption, the hunger for more and faster services, is a sure gauge of that importance.

Source: eMarketer