Bringing ad testing internet research to the masses: understanding the power and implication of broadband

Stephen Popiel
Millward Brown

Adam Froman
Delvinia Interactive, Toronto

While Internet research has become somewhat ubiquitous, there remains a certain degree of skepticism amongst clients. Concerns such as, “will the results be the same as my tracking research,” and “is the sample the same as my usual sample” are frequently raised (see for example Miller, 2001). At the same time as these concerns are being raised by clients, the public has wholeheartedly embraced the Internet. As data from the Consumer TrendZ report shows (See Figure 1) just under 70% of all Canadians are online and a significant proportion have broadband (cable or DSL) access to the Internet.