Dial-Up Won't Die

Web browsing and e-mailing are critical tools for those looking for work.

They must regularly visit job sites like Monster.com and CareerBuilder.com and they must do so while on a limited budget.

That's a major reason why dial-up Internet has maintained its small share of the market.

Accessing the Web for less than $8 per month is an attractive option for those customers and a reason why companies such as EarthLink and NetZero are still offering dial-up. They have even seen an uptick in the number of users.

"If you need a job, you really need to stay connected," said Kevin Brand, EarthLink's senior vice president of product management. "You can use the Internet for 45 cents per day and that's affordable for anyone. Using the Internet is the best way to find a job nowadays."

Brand referred to EarthLink's "Connect for Less" program, which offers dial-up service for $7.95 per month.

NetZero is offering a monthly dial-up plan for as low as $9.95 per month.

Brand said between nine and 12 million people still use dial-up.

John Rudestedt is the co-owner of Jobi Accounting and Tax Services in Spring Hill. He has resisted the urge to upgrade from dial-up to broadband because most of his work centers on e-mailing and general financial research.

He also doesn't want to go through the hassle of changing phone companies, which he would need to do if he made the switch.

"There is a possibility we would go to high-speed later on, but not right now," he said. "The cost is much, much higher, so we're just going to stay with what we have ... Why spend all that money if you don't need it?"

EarthLink and NetZero seemed to have conceded defeat years ago when they slashed their advertising spending.

The Dennis Miller spots for NetZero stopped just as Bright House, Comcast and Cox started introducing bundle packages that included broadband Internet. AOL (formerly America Online) also introduced a version compatible to high-speed.

Brand said EarthLink has focused most of its advertising on the Web.

"We're still doing some opportunistic advertising wherever we can," he said, "but right now, our online marketing is our main channel."

Most dial-up customers have stayed with the program because it is all they know. Some are delaying an upgrade until they can better afford it. Others are making the switch from broadband to dial-up, even though the transition can be frustrating for some.

"We have seen a slight uptick in orders these days," Brand said. "I think it has a lot to do with the economy right now ... When people see their cable bills, they can suffer from sticker shock. It gives people reason to reconsider what they're paying for."

In a survey of dial-up users, the most common reason for not switching to broadband is the cost. Thirty-five percent said they would not upgrade until prices fall, according to a study from the Pew Internet and American Life Project.