CONTACT:
Matt Hockin
Intrapromote
503.246.1375
matt@intrapromote.com
February 2004 BuyTelco Broadband Index (BBI)
Surfing Broadband at Work = Buying Broadband While at Work
BuyTelco Broadband Index (BBI) Shows Highest Shopping/Buying Activity for Broadband
Occurs During Peak Afternoon Work Hours.
MIAMI -- February 17, 2004 -- Companies have long suspected employees were surfing for
work and pleasure from their office broadband Internet connections. Who would have
thought they’re also spending this time buying broadband for the home? In its monthly
roundup of demand trends for high-speed Internet including DSL, cable, and satellite
across the USA, new data from the
BuyTelco Broadband Index (BBI) shows that 42% of
Broadband Shopping/Buying Activity occurs during peak afternoon work hours, with a
high of 14.82% during the 3pm - 5pm EST timespan, post-lunch for all US time zones
in the workplace.
A clear majority, 72%, do their broadband shopping and buying during work hours across all
US time zones. The Monthly Index’s full findings for January can be found
at
http://www.buytelco.net/bbi.asp and
include the Broadband Shopping/Buying Activity breakdown by hour included below:
| Broadband Shopping |
Buying by Time of Day |
| Hour (EST) |
Percentage |
| 12 - 1 AM |
3.13% |
| 1 - 2 AM |
2.19% |
| 2 - 3 AM |
1.35% |
| 3 - 4 AM |
0.76% |
| 4 - 5 AM |
0.54% |
| 5 - 6 AM |
0.52% |
| 6 - 7 AM |
0.60% |
| 7 - 8 AM |
1.09% |
| 8 - 9 AM |
2.23% |
| 9 - 10 AM |
3.83% |
| 10 -11 AM |
5.12% |
| 11 - 12 AM |
6.37% |
| 12 - 1 PM |
6.74% |
| 1 - 2 PM |
6.88% |
| 2 - 3 PM |
7.09% |
| 3 - 4 PM |
7.63% |
| 4 - 5 PM |
7.19% |
| 5 - 6 PM |
6.66% |
| 6 - 7 PM |
5.47% |
| 7 - 8 PM |
5.46% |
| 8 - 9 PM |
5.38% |
| 9 - 10 PM |
5.22% |
| 10 - 11 PM |
4.69% |
| 11 - 12 PM |
3.85% |
Ratings are indices measuring demand against aggregate data.
For example, a rating of 120 means that activity is 20% greater than
average for that metric.
What The Data Reveals:
The exact logic behind these figures is a bit elusive, but judging from what carriers
and ISPs have said, Tuesday is always the highest traffic day over the IP network.
Regarding the daytime buying habits,
"perhaps a frustrating day of facing congestion
over a dial-up connection drives consumers to purchase broadband in the late afternoon"
said Steven McKean, CEO and President of BuyTelco.
Purpose of the BBI:
The purpose of the BuyTelco Broadband Index (BBI) is to measure current month and historical trends as it relates to broadband demand in the United States on a relative basis to area populations and households. Each month's BBI measures the current month’s and historical trends of broadband demand, analyzes and screens dozens of behavioral demographic variables down to the “granular” level, and offers the latest updated statistics and trends such as:
- Where are households looking for broadband geographically located?
- Where are they in the buying process?
- What are they selecting when both cable and DSL are available?
- Who wants broadband? What are the demographics?
- What do these people have in common?
- Where is the highest and lowest demand by state and city?
Index Methodology:
The data compiled for the BBI is derived from broadband Internet consumer transactions
at
http://www.buytelco.net. BuyTelco is a leading e-commerce site that specializes in
providing comparison shopping information on the high-speed Internet service providers
in the US. Since its inception, BuyTelco has executed broadband availability searches
for well over 2 million customers.
“The Telecommunications industry will use the BBI for
pinpointing demand, targeting marketing resources and getting a true measure how their
products and services stack up against the competition,” stated Steven McKean.
Produced in conjunction with Targus Information
Services http://www.targusinfo.com, the BBI incorporates third party databases and proprietary
statistical analysis to glean, categorize, and quantify additional behavioral and
demographic relationships.“BuyTelco, in partnership with TARGUSinfo, is making creative
and innovative use of the transactional and demographic data for tracking broadband demand.
We are proud to support this effort,” said Jeff Verderame, VP Sales Telecom Services.
The Future of the BBI:
Although the BBI is targeting information on broadband usage, it will be expanded
to measure other dimensions of broadband demand.
"For example, we will be tracking how
lower-priced broadband services stimulate the demand for services in lower-income
brackets," explained Steven. The BBI will issue updated statistics and trends on
a monthly basis, with the next issue to be published on March 16, 2004.
About BuyTelco:
BuyTelco operates BuyTelco.net, an open marketplace where customers compare and order
broadband solutions for their home or small business. It is a Web- and phone-based
resource for real time broadband service availability checks, pricing and promotions
from multiple providers.
About TARGUSinfo:
Since its founding in 1993, TARGUSinfo has pioneered the development of real-time
caller intelligence to help companies more productively process customer and prospect
transactions. Through patented processes, the company links virtually every household
and business telephone number in the US with information including a name, postal
address, predictive household buying behavior scores, and risk management and store
locator information. A privately held company, TARGUSinfo is headquartered in Vienna,
Virginia.
Editor’s Note: Please source all data to BuyTelco Broadband Index (BBI)
###
Additional Information:
www.buytelco.net/bbi.asp
www.leichtmanresearch.com/press/103003release.html
www.internetnews.com/stats/article.php/3113411
