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Data Analysis

Broadband Hours and US Commercial Printing

By Dr. Joe Webb
Published: February 26, 2016

 

 

In 2014, US per capita hours using broadband is just over 900 per year (2.5 per day), and that's the entire population. The number of total hours has doubled since 2007. The population has grown in that period, but the average number of hours online per week has gone from 15.3 to 21.5 in 2014, and households with broadband connections grew from 76% to 89%. The cumulative effect has had most of its effect on mainstream commercial printing, especially information materials used for promotion and product support and advertising-funded products like magazines and catalogs. Printing's use is becoming more tactical, focused on specialty uses of printed images with higher expectations for impact, especially in concert with other media.

The number of Internet users is nearing full saturation, but hours per week still has room to rise. What is interesting is that the base data used in this analysis showed a decline in households with broadband connections, from 92% to 89%. That does not mean they are no longer online. The use of smartphone connections to the Internet is rising, with many new users using that alone rather than general broadband service.

 

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