Broadband Surfers Are A Unique and Savvy Segment of the Internet Population According to comScore Media Metrix 46.0 million (32 percent) of the 142.7 million U.S. Home, Work and
College-University Internet users in October 2002 connected to the Internet via broadband. While broadband users represented only 32 percent of the total U.S. Internet population in October, they:
Accounted for 44 percent of total usage minutes in the month Consumed 49 percent of total pages viewed online Surfed the Internet virtually every day of the month on average versus 18
days for the average dial-up user Key Usage Metrics of Broadband and Dial-Up Internet Users October 2002
U.S. Home/Work/College-University Audiences
| Total Audience | Broadband | Dial-up |
| Total Unique Users (000):
| 142,728 | 46,039 | 96,689 |
| % Composition Unique Visitors: | 100% | 32% | 68% |
| Average Daily Visitors (000): | 99,661 | 44,055 | 55,606 |
| Total Minutes (MM): | 193,404 | 85,174 | 108,230 |
| Total Pages Viewed (MM): | 364,431 | 178,709 | 185,722 |
| Average Pages per Usage Day: | 118 | 131 | 108 |
| Average Minutes
per Visitor: | 1,355 | 1,850 | 1,119 |
| Average Pages per Visitor: | 2,553 | 3,882 | 1,921 |
Internet Site Categories Ranked By Broadband Visitor Composition October 2002
U.S. Home/Work/College-University Audiences
| Total Broadband Visitors
(000) | Broadband Visitors As % of Total Visitors |
| Total Internet | 46,039 | 32% |
| Taxes | 1,200 | 55% |
| Radio | 5,810 | 52% |
| Shipping | 7,834 | 52% |
| Car
Rental | 1,691 | 49% |
| Politics | 4,423 | 49% |
| Classifieds | 7,315 | 48% |
| Jewelry/Luxury Goods | 3,953 | 48% |
| Movies | 13,834 | 47% |
| Hotels/Resorts | 6,326 | 47% |
| Weather | 17,323 | 47% |
| Home
Furnishings | 5,012 | 47% |
| Consumer Goods | 7,544 | 46% |
| Multimedia | 25,137 | 46% |
| Online Gambling | 16,388 | 46% |
| Comparison Shopping | 10,132 | 45% |
Shopping Traffic Among
Broadband Users:
Retail is among the most closely watched sectors during the fourth quarter, and the category attracted 36.6 million (80 percent) of October's 46.0 million broadband Internet
surfers.
And, these and other users on the Internet rang up almost twice as many sales this year as last. As comScore first observed in 2001, the online season starts in earnest on the Monday
following Thanksgiving. Indeed, sales on Dec. 2 skyrocketed 49 percent versus last year to $380 million -- effectively creating a "Black Monday" for online retail. comScore further reported in its
weekly holiday e-commerce update that total online consumer sales for the full week ending Black Friday - Nov. 29 totaled $1.5 billion, up 41 percent versus the comparable Thanksgiving week last year,
which ended Nov. 23, 2001.
Consumer Online Dollar Sales Thanksgiving Weekend and Black Monday 2002 (Excluding auctions/ $ in Millions)
| Thanksgiving | Black Friday | Saturday | Sunday | Monday |
| 11/28 | 11/29 | 11/30 | 12/1 | 12/2 |
| Total | $148.2 | $195.6 | $200.8 | $204.8 | $379.5 |
| Non-Travel | $95.5 | $150.9 | $154.1 | $154.3 | $231.5 |
| Travel | $52.7
| $44.7 | $46.7 | $50.5 | $148.0 |
Source all: comScore Media Metrix