RAB Mobile
Who Buys Source

Profiling adults 18+ who access the Internet at home through either a cable modem or DSL connection:

GfK MRI, 2010

Of those adults 18+ who have Internet access at home through a cable modem connection, 50.9% are men and 49.1% are women.

GfK MRI, 2010

Adults 18+ who have Internt access at home through a cable modem connection, by age group: 18-24, 12.3%; 25-34, 20.5%; 35-44, 20.7%; 45-54, 21.4%; 55-64, 14.8%; 65+, 10.3%.

GfK MRI, 2010

Adults 18+ who have home Internet access through a cable modem connection, by income bracket: $100,000+, 34.4%; $75-99,999, 17.5%; $60-74,999, 12.0%; $50-59,999, 8.4%; $40-49,999, 8.1%; $30-39,999, 7.5%; $20-29,999, 6.1%; under $20,000, 6.0%.

GfK MRI, 2010

Adults 18+ who have Internet access at home through a cable modem connection, by race: White, 78.8%; Black, 8.9%; Other, 12.3%; Hispanic origin, 10.9%.

GfK MRI, 2010

Adults 18+ who have home Internet access through a cable modem connection, by region: Northeast, 26.1%; Midwest, 19.8%; South, 32.5%; West, 21.6%.

GfK MRI, 2010

Adults 18+ who have Internet access at home through a cable modem connection, by marital status: Single, 25.2%; married, 61.0%; separated/widowed/divorced, 13.8%.

GfK MRI, 2010

Of those adults 18+ who have Internet access at home through a DSL connection, 51.3% are women and 48.7% are men.

GfK MRI, 2010

Adults 18+ who have home Internet access through a DSL hook-up, by age group: 18-24, 10.9%; 25-34, 17.2%; 35-44, 23.1%; 45-54, 22.9%; 55-64, 15.9%; 65+, 10.0%.

GfK MRI, 2010

Adults 18+ who have Internet access at home through a DSL connection, by income bracket: $100,000+, 33.5%; $75-99,999, 17.4%; $60-74,999, 13.7%; $50-59,999, 8.9%; $40-49,999, 8.4%; $30-39,999, 7.7%; $20-29,999, 5.1%; under $20,000, 5.3%.

GfK MRI, 2010

Adults 18+ who have home Internet access through a DSL connection, by race: White, 79.4%; Black, 9.1%; Other, 11.5%; Hispanic origin, 10.8%.

GfK MRI, 2010

Adults 18+ who have Internet access at home through a DSL hook-up, by region: Northeast, 13.4%; Midwest, 23.3%; South, 36.7%; West, 26.6%.

GfK MRI, 2010

Adults 18+ who have home Internet access through a DSL connection, by marital status: Single, 21.8%; married, 64.6%; separated/widowed/divorced, 13.6%.

GfK MRI, 2010

Based on research by the Leichtman Research Group, 37% of all households with annual incomes over $75,000 subscribe to cable broadband and 27% subscribe to DSL. Among all households earning $30,000-$75,000 per year, 21% subscribe to DSL and 18% to cable.

Leichtman Research Group, 2006

According to a mid-2006 study by the Leichtman Research Group, the average annual household income of cable broadband subscribers is 12% higher than their DSL counterparts, and 35% greater than narrowband/dial-up subscribers.

Leichtman Research Group, 2006

A 2006 report by Nielsen//NetRatings determined that podcast downloaders tend to be younger than the online population in general. Web users between the ages of 18 and 24 are 72% more likely than the average Web user to listen to audio podcasts and 47% more likely to view video podcasts.

Nielsen//NetRatings, 2006

When They Buy Source

A 2006 study by CyberSource Corporation concluded that the peak online shopping hour begins at 4 PM Eastern time (1 PM Pacific) during the workweek.

Retail Merchandiser, 2006

Why They Buy Source

A 2007 survey by the Consumer Electronics Association found that 72% of online adults in the U.S. are using their home computers to listen to audio content. The study also determined that 77% of home PC audio users listen to music on their PC an average of nine hours per week.

Consumer Electronics Association, 2007

Based on a 2007 survey by Synovate, the most important factors in making a product purchase online: Product's price, 43%; free shipping, 41%; special promotions or coupons, 8%; features (such as recommendations or product reviews), 7%; speed/efficiency of the checkout process, 4%; in-store pickup and return option, 1%.

Synovate, 2007

A 2007 study by Deloitte & Touche found that 62% of consumers read consumer-written product reviews on the Internet. Of these, 82%  say their purchase decisions have been directly affected by the reviews, either influencing them to buy a different product than the one they had originally been thinking about purchasing or confirming the original purchase intention. 

Retail Merchandiser, 2007

Based on a 2007 study by Burst Media, the most popular personal online shopping activities conducted while at work by U.S. adult Internet users: Making a purchase, 31.7%; researching features of different brands, 26.6%; comparing retailers' prices, 25.8%; finding store locations, 25.1%; searching for last-minute deals, 25.1%.

eMarketer, 2007

A 2006 survey commissioned by Chain Drug Review magazine revealed that 75% of all purchases made online are impulse buys.

Chain Drug Review, 2006

According to a 2006 study by Jupiter Research, the average online shopper gets impatient enough to consider abandoning a Web site if a page takes four seconds to load. The report found that one-third of shoppers will abandon a site if performance is slow, and 75% of those consumers are unlikely to ever attempt to shop that Web site again.

Retail Wire, 2006

A 2006 survey by Parks Associates found that of the 39 million American homes without Internet access, 2 million expected to go online in the coming year, and another 300,000 would consider subscribing if it were cheaper.


Research Alert, 2006

Research by interactive marketing firm Questus found that the key factors influencing the decision to purchase goods on the Web are product descriptions (38%), ease of site navigation (37%) and the checkout process (32%)

Questus, 2006

A 2006 survey by Epsilon Interactive found that 47% of Internet users say they would make online purchases in response to email promotions, and 65% would buy offline in response to emails.


Research Alert, 2006

A survey of online shoppers, conducted by interactive marketing firm Questus, determined that prospective buyers left e-commerce sites without purchasing for the following key reasons: Didn't want to register with the site, 29%; found it difficult to locate products, 22%; left to find other e-tailers because they didn't believe the site they were on was trustworthy or secure, 17%.

Questus, 2006

According to the Pew Internet & American Life Project, 55% of Internet users (60% of men and 50% of women) have gone online to look for "how to," "do-it-yourself" or repair information. Five percent of total Internet users -- about 7 million people -- are searching for such information online during a typical day.

Research Alert, 2005

According to the 2005 Pew Internet & American Life Project, percentage of online teens (ages 12-17) who take part in the following Internet activities: Send or read e-mail, 89%; play online games, 81%; get news or info about current events, 76%; send or receive IMs, 75%; get info about a school they might attend, 57%; look for news or info about politics, 55%; buy things, such as books, clothing or music, 43%; look for health, dieting or fitness info, 31%; look for info about a job, 30%; look for religious or spiritual info, 26%.

Pew Research Center, 2005

How They Buy Source

Research by J.D. Power and Associates found that dial-up Internet users spent an average of $17.81 per month in 2007 (down 12 cents from 2006), while high-speed Internet customers spent an average of $44.09 monthly (almost $2 higher than 2006).

J.D. Power and Associates, 2007

A 2005 survey conducted by BizRate Research found that approximately 87% of online shoppers compare online retail offers with catalog merchants and retail stores to find the best price. The most popular price-comparison shopping categories are books and clothing., 2005

What They Buy Source

Research by Burst Media found that 70% of adults with Internet access have watched online video content. The most-watched video content categories in 2006: News clips, 45%; movie trailers/attractions, 37%; comedy, 35%; music, 32%; TV shows/clips, 31%; entertainment/reviews, 30%; sports/sports news, 28%; instructional/how-to, 18%; home/user-generated, 15%; political/advocacy group, 14%; cooking, 6%. 

Research Alert, 2007

Research by J.D. Power and Associates found that 25% of photo printers are purchased through the Internet.

J.D. Power and Associates, 2007

A 2007 survey by BoomerEyes found that Boomers most often shop online for travel (58%), books (57%), clothes (57%) and electronics (50%).

BoomerEyes, 2007

Based on research by WSL Strategic Logic, products purchased most often online by U.S. Internet users in 2005 (multiple answers): Books, 68%; music/DVDs, 68%; travel, 67%; clothes, 63%; tickets for entertainment, 54%; electronics, 52%; toys/games, 46%; office supplies/stationery, 44%; home decor, 42%; home furnishings, 36%; photo/supplies, 35%; cosmetics, 34%; jewelry/watches, 31%; perfume/fragrance, 23%; prescriptions, 23%; pet supplies, 21%; OTC medications, 19%; greeting cards, 18%; groceries, 12%; baby care personal products, 8%; pet food, 8%.

eMarketer, 2006

A 2006 survey by BIGresearch found that the most popular retail categories researched online prior to purchasing in a store are electronics (39.7%), appliances (17.7%), medicines/vitamins/supplements (17.2%), apparel (17.1%) and home improvement items (15.1%).

BIGresearch, 2006

According to a mid-2006 report by Nielsen//NetRatings, more than 9.2 million Web users, or 6.6% of U.S. adult Web users, had downloaded an audio podcast in the previous 30 days, compared to 6.7 million users (4.8%) who had published blogs in that time. The study also found that approximately 5.6 million online adults had downloaded a video podcast in the past 30 days.

Nielsen//NetRatings, 2006

A 2006 survey by InfoTrends determined that some 29% of Internet users now have camera phones, up from 18% the previous year. But the number of images captures per month has fallen by 60%.

Research Alert, 2006

A 2006 survey by Shopzilla found that the most popular footwear style among online buyers is tennis shoes (purchased by 50%), followed by fashionable sandals (bought by 46%).

Research Alert, 2006

Where They Buy Source

According to 2007 research by J.D. Power and Associates, only 9% of dial-up users switched Internet service providers in the previous year. And among those who did change providers, 74% switched to another dial-up service.

J.D. Power and Associates, 2007

Top 15 shopping and classified Web sites, ranked by total visits for the week ending December, 31, 2005: 1. eBay; 2.; 3.; 4. Dell USA; 5.; 6. Craig's List; 7. Target; 8. CircuitCity. com; 9.; 10. Sears; 11. JC Penney; 12.; 13.; 14.; 15. Shopzilla.

Hitwise, 2006

According to Leichtman Research Group, as of first quarter 2006, leading cable modem Internet providers, based on number of subscribers: Comcast, 8,957,000; Time Warner, 5,168,000; Charter, 2,322,400; Adelphia, 1,808,004; Cablevision, 1,806,623; Insight, 514,800; Mediacom, 504,000; Cable One, 253,059.

Leichtman Research Group, 2006

According to the Leichtman Research Group, as of first quarter 2006, the leading DSL Internet providers, based on number of subscribers: AT&T, 7,432,000; Verizon, 5,685,000; BellSouth, 3,145,000; Qwest, 1,678,000; Sprint, 777,000, Covad, 556,950; ALLTEL, 441,475; Century Tel, 285,791; Cincinnati Bell, 171,500.

Leichtman Research Group, 2006

U.S. markets with the highest percentage of adults who made 12+ e-commerce purchases in the previous year: Ann Arbor (MI), 27.1%; Southern New Hampshire, 26.7%; Washington (DC), 24.7%; San Jose (CA), 23.7%; San Francisco (CA), 23.1%; Reno (NV), 22.3%; Seattle-Tacoma (WA), 21.9%; Boston (MA), 21.6%; Columbia-Jefferson City (MO), 21.5%; Chicago (IL), 20.8%; Madison (WI), 20.7%; Atlanta (GA), 20.5%; West Palm Beach (FL), 20.1%; New Haven (CT), 20.0%; Austin (TX), 19.9%.

The Media Audit, 2006

Top 10 search engines ranked by search share for the month of November, 2005: 1. Google Search, 46.3%; 2. Yahoo Search, 23.4%; 3. MSN Search, 11.4%; 4. AOL Search, 6.9%; 5. My Way Search, 2.5%; 6. Ask Jeeves Search, 2.3%; 7. (tie) EarthLink Search, Search and Netscape Search, 0.6%; 10. iWon Search, 0.5%.

Nielsen//NetRatings, 2006

Based on a study by Foresee Results, retail Web sites earning the highest levels of customer satisfaction during the 2005 holiday shopping season: 1. Netflix; 2.; 3. (tie) LLBean and QVC; 5.; 6. (tie), and Williams-Sonoma; 9. (tie), Pottery Barn, Quixtar and Apple; 13. (tie) HSN,, and

ForeSee Results, 2006

Internet browser market share at the end of 2005: Internet Explorer, 85.0%; Firefox, 9.6%; Safari, 3.1%; Netscape, 1.2%; Opera, 0.6%; Mozilla, 0.4%; others, 0.1%.

NetApplications, 2006

At the end of the first quarter 2006, the top five states in residential broadband Internet penetration were Connecticut, New Jersey, Hawaii, Massachusetts and California. The bottom five states in residential broadband penetration were Mississippi, South Dakota, North Dakota, Kentucky and Montana.

Leichtman Research Group, 2006

Market share of dial-up ISP companies in the U.S. as of second quarter 2005 (as a percentage of total dial-up households): AOL, 28%; EarthLink, 6%; MSN, 5%; NetZero, 5%; AT&T, 4%; Juno, 4%; Others, 49%.

TNS Telecoms, 2005

Business Trends Source

According to a Harris Poll conducted in early-2009, 52% of onlne adult females and 45% of online adult males had either a Facebook or MySpace account. Percentage of the following online age groups who had one of these accounts: 18-34, 74%; 35-44, 47%; 45-54, 41%; 55+, 24%.

The Center for Media Research, 2009

Total Internet spending for the full year 2005, including travel, climbed to $143.2 billion, a 22% gain over the 2004 figure of $117.2 billion.

comScore, 2006

Based on research by comScore Networks, online sales growth of major retail categories in 2005, when compared to 2004: Apparel and accessories, +36%; computer software (excluding PC games), +36%; home and garden, +32%; toys and hobbies, +32%; jewelry and watches, +27%; event tickets, +26%; furniture, +24%; flowers, greetings and gifts, +23%.

comScore, 2006

According to the Interactive Advertising Bureau, online advertising revenue totaled an estimated $12.5 billion in 2005, a 30% increase from the 2004 figure of approximately $9.6 billion.

Interactive Advertising Bureau, 2006

The top DSL providers added a record 1.66 million subscribers during the first quarter of 2006, representing 54% of the net broadband additions for the quarter. The leading cable providers also had a record quarter, with 1.41 million subscribers added. DSL providers added more broadband subscribers than cable providers in each of the previous six quarters, but the top cable broadband companies still held a 56% share of the overall U.S. residential broadband market at the end of first quarter 2006.

Leichtman Research Group, 2006

Misc Source

The number of Web addresses with a .mobi extension (for Websites specifically designed for use on a mobile phone) exceeded 500,000 in May 2007.

, 2007

According to J.D. Power and Associates 2007 Internet Service Provider Residential Customer Satisfaction Study, dial-up services ranking highest in such considerations as performance/reliability, cost, offerings, billing and customer support (industry average of 709): 1. EarthLink, 736; 2. MSN, 718; 3. NetZero, 716; 4. AOL, 712.

J.D. Power and Associates, 2007

A 2006 study by the Stanford University School of Medicine revealed that 68.9% of adults were regular Internet users, and 13.7% found it difficult to stay offline for several days at a time. The report also showed that 8.7% of the respondents tried to conceal "non-essential" Internet use from family, friends and employers.

Reuters, 2006

Bidding activity is concentrated at the end of online auctions, with 75% of final bids submitted after 97% of auction duration has passed, according to the Wharton Small Business Development Center.

Research Alert, 2006

According to J.D. Power and Associates' 2005 ISP Residential Customer Satisfaction Survey, high-speed service providers finishing above the industry average score of 706 were Cox (733), Verizon (729), BellSouth (725), Bright House (724), SBC Yahoo! (723), EarthLink (721) and Time Warner Cable (714). Among dial-up providers, SBC Yahoo! (730), AT&T Worldwide (727) and EarthLink (717) were the only services to score higher than the industry average of 711.

J.D. Power and Associates, 2005