• by Jack Loechner , Staff Writer @mp_research, March 6, 2002

BroadJump, Inc., a broadband software provider, released the results of a residential broadband subscriber survey conducted by Mindwave Research that identified subscribers' propensity to purchase services over broadband. The study uncovered key attributes about broadband subscribers including their predisposition to make significant purchases online.

According to the study:

- DSL subscribers favored out-of-state long distance, wireless telephone service and enhanced telephone service with an average of 20 percent responding that they would be interested in the service, but had not been offered it.

- Cable broadband subscribers were most interested in digital cable, premium channels and cable telephony with an average of 25 percent responding that they would be interested in the service, but had not been offered it.

- Sixty-three percent of respondents have made six or more online purchases in the last year. Almost half (47 percent) of the respondents spent $500 or more online in the last year, of those, 28 percent spent $1,000 or more online. Additionally, over half of respondents have recently purchased something in response to a promotional offering.

- The top five Internet applications being used at home are: file swapping (37 percent), firewall software (37 percent), brokerage/banking (30 percent), online digital imaging (26 percent) and audio search engines (22 percent).

- The top five reasons for using the Internet are: online communications (93 percent), information gathering/research (83 percent), entertainment (80 percent), online purchasing (75 percent) and news (73 percent).

"To this point, there has been little data gathered to determine if broadband would be an effective channel for service providers to use in their marketing programs," said Matt Tormollen, vice president of marketing for BroadJump.

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