Emarketer’s out with a brief today showing that using the internet now accounts for almost half of broadband users’ spare time. From the “Netpop | Play” report by Media-Screen.com, Emarketer reported that on average, broadband users spent 1 hour and 40 minutes of their spare time online. Of that time nearly half was devoted to “entertainment” and “communication.”

Emarketer attributes this trend to the growing penetration of broadband - now at 80% among active internet users. Broadband users generally spend more time online, probably because they can do more in less time (Emarketer calls this “the broadband effect.”)

In line with the Media-Screen report, PaidContent.org released findings today that indicated that paid video downloads are set to peak this year, to be outpaced by ad-supported or subscription-based services that are essentially the equivalent of cable TV on the internet. And the more broadband penetration there is, the more likely the adoption of these services. But I’m still getting used to the idea of settling in to watch “The Office” on demand on my PC in the relative discomfort of my home office chair instead of my couch

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