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What do broadband consumers want?
Broadband connections to the Internet have won increasing numbers of converts in the United States, yet there has been little research into what happens to the on-line habits of consumers as they switch over from narrowband. To bridge that information gap, McKinsey teamed up with Jupiter Media Metrix and with Vividence to evaluate consumer behavior before and after the conversion. The resulting profile of today's broadband users divides them among six segments: chatters, gamers and gamblers, entertainment junkies, researchers and hobbyists, e-mailers and readers, and news seekers. Each segment has distinct on-line preferences.
The take-away: Before companies can focus on improving their World Wide Web sites, they must systematically observe how many of their users connect through broadband and know what segments those users fall into.
Articles provided by The McKinsey Quarterly
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