Nearly 70 percent of active home internet users now use a broadband connection according to a new study by Nielsen/NetRatings, AdAge writes (via MediaBuyerPlanner). Last year, broadband penetration grew 13 percent, which means that 95.5 million homes, or 68 percent of home internet users, use broadband. And that is changing how consumers use - as well as what they expect of - the internet.

First, they're spending more hours on their computers: 30.5 hours per month today compared with 25.5 hours per month two years ago. The internet has become an extension of the PC rather than something you have to set aside a time to use, said Jon Gibs, senior director of media for Nielsen/NetRatings.

Increased penetration has also spurred the growth of existing and new sites that support streaming media. For example, MSN Video brought in 44 percent more visitors this February than last, and iFilm's audience increased 102 percent over last year. Yahoo's video search traffic increased 148 percent.

According to the report, video is a must for news sites. Broadband has also encouraged more users to subscribe to RSS feeds. That's because, since broadband users are more likely to sit down at the computer several times a day, they are likely to want services that provide them with updates and news alerts.