Retailers shift their ad spending from TV, radio and print ads to digital ads.
67% of the U.S. adult population is now online from somewhere, up 4 points from two years ago, says the Harris Poll.
The U.S. online population continues to grow but at a much slower rate than a few years ago, says a new survey on online usage from the Harris Poll. 67% of the U.S. adult population is now online from somewhere--home, work, school, library, cyber cafe--up 4 points from two years ago. Most of the increased access comes from home use, where 57% of the population is now online, up from 49% two years ago.
The percentages translate into 140 million adults online, up from a mere 17.5 million in 1995 and 100 million in 1999.
27% of users have broadband while another 27% don’t know what kind of connection they have. The average user is online seven hours a week. While that is unchanged from 1999, the greater sophistication of users and the spread of broadband connections mean that people are using the web for more purposes, Harris says.
In spite of the mass-market nature of the Internet today, online users continue to be somewhat younger, better educated, and more affluent than the total adult population, Harris says.