• by Paul Gough , January 8, 2004

Just how big is broadband? A new Nielsen//NetRatings study released today says broadband enjoyed double-digit growth in 2003.

The broadband audience, which is rapidly becoming the target of choice for interactive advertisers, grew 27 percent to 49.5 million home Internet users between May and November 2003. That means that 38 percent of home Internet users are broadband-enabled. The 69 million who connect to the Internet via narrowband didn't grow at all, remaining flat at 69.6 million.

More broadband-enabled home users is proving profitable for rich media. Nielsen//NetRatings reported that rich media accounted for 17 percent of online advertising impressions in November 2003, up 10 percent from a year ago.

-- Paul J. Gough