Starbucks Free WiFi (Finally) Just as Broadband Demand Slows

Starbucks is not just offering its customers free wi-fi on the hazy notion that if they spend more time surfing the Web they will drink more coffee. No, the ubiquitous coffee shop retailer has plans to debut the second piece to its digital strategy this fall, which offers a more clear monetization path for it and its partners. Called the Digital Network, Starbucks intends to offer exclusive and premium content from such providers as Apple, the New York Times, the Wall Street Journal and health publisher Rodale.

Broadband Adoption Generally Slows
After several consecutive years of modest but consistent growth, broadband adoption slowed dramatically in 2010, according to [pdf] the Pew Internet & American Life Project. Two-thirds of American adults (66%) currently use a high-speed internet connection at home, a figure that is not statistically different from what the Pew Research Center’s Internet & American Life Project found at a similar point in 2009, when 63% of Americans were broadband adopters.

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Digital Integration: The New Media Triad

Designing for Multiple Screens
Content has changed. It’s no longer the passive programming of years past. Thanks to new-and rapidly fragmenting–media channels, today’s audiences demand interactive, personal and customized experiences. Not just websites, social networks, user-generated content, but cell phones, digital billboards, web-enabled TVs, projectors. It can be argued that 2008 marked the year that these truly became viable, widespread, and mass-adopted technologies. Finally, it seems, people are realizing that these aren’t siloed platforms. They are all interconnected and can be used to leverage and play off of one another. The new media triad has emerged.

loca_triad

Its also worth noting that the web has overtaken all media except TV as a news source. The internet has surpassed all other media except TV as Americans’ main source for national and international news and now rivals TV as the top news outlet for young people, according to research from the Pew Research Center for the People & the Press. Some 40% of Americans say they currently get most of their news about national and international issues from the internet, up from just 24% in September 2007, the study finds. For the first time in a Pew survey, more people say they rely mostly on the internet for news than cite newspapers (35%). Television continues to be cited most frequently as a main source for national and international news, at 70%.
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