July 2, 2015

Pew Research has studied internet use since 2000 with 97 national surveys. There most current survey shows that 84% of American adults use the internet. Here are some key stats from the Pew study that might help you with making online marketing decisions:

AGE DIFFERENCES: Older adults still lagged behind younger adults, but now a clear majority (58%) of senior citizens uses the internet.

CLASS DIFFERENCES: Those with college educations are more likely than those who do not have high school diplomas to use the internet. Similarly, those who live in households earning more than $75,000 are more likely to be internet users than those living in households earning less than $30,000.

But class-related gaps have shrunk dramatically in 15 years as the most pronounced growth has come among those in lower-income households and those with lower levels of education.

RACIAL AND ETHNIC DIFFERENCES: African-Americans and Hispanics have been somewhat less likely than whites or English-speaking Asian-Americans to be internet users, but the gaps have narrowed. Today, 78% of blacks and 81% of Hispanics use the internet, compared with 85% of whites and 97% of English-speaking Asian Americans.

COMMUNITY DIFFERENCES: Those who live in rural areas are less likely than those in the suburbs and urban areas to use the internet. Still, 78% of rural residents are online. I suspect that the lower level in rural areas is mostly driven by lack of access to high-speed internet.

To see the full Pew Research Newsletter, click here.

One comment

  1. Good info from an old geezer

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