Retailers shift their ad spending from TV, radio and print ads to digital ads.
The proportion of all adults who are online has remained virtually unchanged at 64% for the last 12 months.
The proportion of all adults who are online at work, at home or from any other location such as school, library or cyber cafe has remained virtually unchanged at 64% for the last 12 months, reports the Harris Poll of over 2,000 adults surveyed by telephone in September and October 2001 by Harris Interactive.
There are now 127 million adults 18 and older online, up from 121 million a year earlier. Harris says this is the first time since the rapid growth of Internet use began in 1994 that Internet penetration has not grown rapidly in the course of a year. The proportion of adults online to all adults was 9% in 1995, 30% in 1997, 56% in 1998 and 63% last year.
This year`s most recent survey reports that 52% are online from home, up marginally from 49% a year ago, 28% are online at work, and 19% at some other location.
The online population continues to be skewed toward to the more educated, more affluent and the non-elderly, Harris says.