July 21, 2008

Benchmark 2008: Broadband Dominates The Home Internet Access Market

North American Consumer Technographics

This is the seventh document in the "State Of Consumers And Technology: Benchmark 2008" series.

by Sally M. Cohen

with Michelle de Lussanet, Remy Fiorentino, Dan Wilkos

Executive Summary (This is a document excerpt)

As broadband sailed past the majority mark in 2007, telcos pushed ahead of their cable competition on the strength of competitive pricing for DSL and new fiber deployments. More specifically, the low cost of AT&T's DSL service has helped the telco win the top market share spot, as even price-sensitive dial-up customers switched to high-speed. The growth in adoption of broadband at home may have led consumers — especially the youngest generation, Gen Y — to seek a connection to the Web outside of the home, as more consumers got "hooked" on the always-on, high-speed availability of content and communications.

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