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The nation’s first broadband usage survey, which includes both home and office activity, is revealed this week. The survey highlights that nearly three quarters of the UK’s population is logging onto the power of broadband.
The survey, which has been conducted by Logan Tod & Co, shows that 67% of visits to major websites in 2005 were made using a LAN, Cable or DSL connection.
This research has been generated by analysing over 300 million visits to major ecommerce, media, government and business websites, giving the most accurate indication so far, that broadband use is becoming pervasive and being used by more than two thirds of web site visitors.
As most broadband penetration figures published to date are based solely on new subscriptions from home users, with these new figures, Logan Tod & Co is predicting greater change in the online environment, giving a more accurate representation of the number of broadband website visits.
Some business-to-business focussed sites are seeing more than 85% of all visits coming through high speed connections, and even consumer facing sites can achieve more than 75% of visits.
Logan Tod & Co is offering advice to website owners, on the positive implications of rich audio and video media formats. They predict that there will be a growing trend in these media formats, making them more viable for selling products and services.
Matthew Tod, CEO of Logan Tod & Co, explains that the research holds promise for online businesses. “Our data gives probably the clearest proof published so far in the UK, of the extent of broadband momentum. The new data shows that there will be significant changes in consumer expectation of web sites, and that it will be sooner rather than later.”
“For retailers, this data enables new technology options to improve conversion rates, and convert more of the 97% of visitors who leave a retail site without ordering into customers.”
Logan Tod & Co is also advising businesses that the data indicates the need for careful planning and analysis of broadband investments.
Businesses should be prepared to:
- Look at their own demographic and see what their customers are doing and how they are using the Internet
- Test new approaches with richer consumer interfaces and more audio and video content to see if it will generate incremental sales
- Learn what works for the consumer and refine their offering
- Concentrate on developing skills, there is a shortage now
About Logan Tod & Co
Logan Tod & Co is an independent web agency, focused on helping companies achieve better results from e-business. The company ensures online activity creates more sales leads, sells more, saves money and improves ROI. The Logan Tod team does this by analysing data, managing the conversion process and developing techniques to maximise the effectiveness and efficiency of a website.
Logan Tod works closely with its clients, ensuring their site development is more business results driven and customer centric. Clients include Renault, Mothercare, Sharpes Bedrooms, Littlewoods, Adept Scientific and Yes Car.
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