- More than half of online households in Korea use broadband
- The UK is still lagging behind Asia, Europe and the US
- France leads European usage
Singapore - More than half of Korean households use broadband, according to NetValue, an Internet measurement company. In contrast, only one in 32 online households use broadband in the UK, which is still lagging far behind Asia, the rest of Europe and the US in home broadband connections.
% of Internet connection via broadband, February 2001 Click here to enlarge
Of the 11 countries studied, the US is second behind Korea in percentage of households connecting via broadband, where one in nine online households uses broadband. France has the highest percentage of broadband households in Europe, and with one in 16 online households having a broadband connection, twice the UK rate.
Although only 5% of Internet households in Germany are using a broadband connection, Germany leads the other countries included in the report for ISDN usage. In February 2001, 37.8% of German Internet households connected via ISDN, followed by Denmark with 19.5% of households.
% of Internet connection via ISDN, Feb 2001 Click here to enlarge
US broadband usage vs. modem usage
Compared to the Asian and European countries in this study, except for Korea, the US leads broadband usage with 11.1% of households connecting via broadband in February. However, when comparing the 11.1% of households in the US to the 57.3% in Korea, broadband penetration in the US is significantly lower.
While infrastructure issues and access costs have played a major role in broadband penetration in the US, there has been relative growth over the past 6 months and specific user groups have emerged as “early adopters” of broadband--specifically, the 14 and under age group who account for 9.1% of users connecting via broadband in February. In comparison, this age group only accounts for 6.7% of modem usage and 6.8% of the general Internet population. Another user group to note is the male population who account for 59.7% of usage against their female counterparts at 40.3%. When compared to modem users, who closely represent the general Internet population at 55% male and 45% female, a gender gap in broadband usage is evident.
US broadband vs modem usage by age, Feb. 2001 Click here to enlarge
When comparing broadband usage to modem usage in the US, it is not only important for businesses to recognize the growth potential of the market but also which user groups are the “early adopters.” By recognizing that the 14 and under age group accounts for a significant portion of broadband usage, businesses that are directly and/or indirectly affected by broadband usage - cable operators who provide broadband access, entertainment sites who use audio/video or gaming sites – can use this intelligence to better target their marketing/advertising initiatives and tailor their product offerings to the 14 and under age group.