The installed base of worldwide broadband subscribers will reach almost 84 million by the end of 2005, according to research from Cahners In-Stat Group, but Europe is trailing far behind North America.
The installed base of worldwide broadband subscribers will exceed 21 million by the end of 2001, and ultimately reach almost 84 million by the end of 2005, according to research from Cahners In-Stat Group.
The research found broadband's phenomenal growth is a direct result of increasing reliance on the Internet as an information, communications, business and entertainment tool. At the same time, new bandwidth-intensive applications are being introduced that make the argument for broadband services very compelling.
Cable modems and DSL have the highest subscriber penetration rates, and In-Stat projects they will increase rapidly in the near future. Even though satellite broadband and fixed wireless access have shown promise, high equipment and operating costs will keep their penetration rates well behind cable modem and DSL access over the next several years.
As the rapid growth of broadband continues, anxious service providers are expanding current service areas and experimenting with new access technologies, the research found. They are also keeping a close watch on their competitors and trying to best position their technologies and service for the future. However, even with rapid subscriber growth, overall worldwide broadband Internet access remains limited. By the end of this year, only 11 percent of total U.S. households will subscribe to broadband services.
Other findings from In-Stat include:
The rapidly growing demand for broadband Internet services in the United States and Canada is being supported by higher PC usage and ownership. In addition, a stronger cable industry in North America is rapidly deploying cable modems, thereby encouraging the telco industry to respond by rolling out DSL services. In Europe, by contrast, the cable industry is relatively weak and has so far provided little competition to telcos.
The leading broadband market in Europe is Sweden, with 9.4 percent of homes connected to broadband this year, according to Strategy Analytics. In Britain, however, less than 1 percent of homes will have broadband this year. The willingness of incumbent operators to invest in broadband upgrading is the main reason for such national variations.
"Europe is falling rapidly behind North America in the race to deploy broadband Internet," said David Mercer, vice president of consumer practice at Strategy Analytics. "The local loop unbundling issue has obscured the fact that broadband uptake must be encouraged initially at the telco/cable level."
More than half (51 percent) of North American broadband subscribers will be using cable in 2005, compared to 40 percent with DSL and 9 percent using other technologies. In Europe, the shares will be cable (40 percent), DSL (51 percent) and other (9 percent).
A report from pan-European Internet research company, Van Dusseldorp & Partners and international media analysts Screen Digest found the current cable and DSL penetration among European households at 1.79 percent -- up three times from 1999's figure of 0.48 percent. The report predicts that by 2003, penetration will stand at over 21 percent -- with more than 18 million subscribers -- up more than 44 times than in 1999.
By 2002, most alternative European telecom operators should have begun to launch DSL in competition with the incumbents following the expected unbundling of the local loop, which allows access to telephone exchanges by other companies. The Van Dusseldorp report also anticipates that this period will see DSL overtake cable in most of the markets under consideration, capturing an estimated 70 percent of the 18.8 million cable and DSL subscribers by the year 2003.
Germany's early adoption of DSL, partly due to lack of investments in the German cable infrastructure, means that it now leads the market in Europe. The report estimates that by the end of 2000,there were approximately 400,000 DSL subscribers and only 1,000 cable Internet subscribers, compared to the next largest market, France, which has 60,000 DSL and 122,000 cable Internet subscribers. Britain has only 30,000 DSL subscribers, putting it at No. 9 in the European DSL league table. Ireland and Portugal are the only European countries to have no DSL subscribers. The German market will have increased to 5 million DSL subscribers by 2003, while France, the Netherlands and Britain are predicted to have 1 million subscribers each. This will bring the total European market up to 18.8 million cable and DSL subscribers, 13.3 million of which will be DSL compared to 5.5 million cable.
|Household Penetration of Broadband|
|Note: Individual countries include Cable and DSL only |
Total Europe and North America include all broadband technologies
Source: Strategy Analytics
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014