"Although the projected increase in at-work broadband access means a much larger audience and greater appeal to advertisers, employees with access to broadband are not a panacea. Jupiter foresees some enduring technology-related constraints because the average connectivity speed of individual users on shared networks will remain roughly equivalent to today," said Joe Laszlo, senior analyst at Jupiter Research.
"Companies deploying broadband content and applications must tailor their offerings to fit the time of day and usage constraints that affect at-work audience behavior patterns. This means short-form content, unobtrusive applications and programs that will appeal to the at-work multi-tasker."
Jupiter analysts believe that the projected increase in the at-work broadband audience signals the rise of the "multimodal" consumer - the segment of the online audience that uses the Internet across several different access mediums, including dial-up at home, broadband at work and wireless devices in between. According to the report, companies targeting "multimodal" consumers now face the challenge of delivering the right content or application to the right device at the right time.
Jupiter says that although only 57% of 42.7 million at-work Internet users currently make use of high-speed connectivity in the workplace, Jupiter analysts expect 87% of employees with Internet connectivity to be using a broadband connection by 2005 (U.S. only).
As broadband usage in the workplace doubles, Jupiter analysts predict that at-work dial-up access will drop significantly from approximately 18.5 million individuals in 1999 to 8.1 million in 2005.
Even though 24 million individuals access the Internet through broadband connections in the workplace, only 8.6 million use broadband in the home.
"As broadband penetrates the workplace and becomes a more mainstream technology in the home, expect to see a sizable overlap between the broadband home and work audiences," Laszlo said. "Companies that aim to reach the work broadband audience should consider how they can extend their services to remain useful beyond the workday - these are the companies that will come out on top."