Abstract
The US Online Population report analyzes the maturing, but still
growing, market that is becoming increasing central to both the commercial and
cultural pulse of the nation.
Internet usage is becoming a daily habit. US Internet users spent 15.3 hours a
week online last year.
eMarketer projects that this year there will be 193.9 million US Internet
users, two-thirds of the population. By 2012, 217 million Americans will be
online, about 71% of the population.
Those are huge numbers. But by breaking the US Internet population down and
focusing on demographics- size, gender, age, race and ethnicity, income and
education- this report will help marketers make better targeting decisions.
Key questions the “US Online Population” report answers:
- Is US Internet usage growing or slowing?
- How many households have broadband access?
- What is the racial/ethnic composition of the US Internet population?
- Are more teens or seniors online?
- What are they all doing online?
- And many others....
eMarketer Reports- On Target and Up to Date
The US Online Population report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US Internet Users, 2007-2012 (millions and % change)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - US Online Population
The Total US Internet Population
- Top 10 Countries Worldwide, Ranked by Internet Users*, 2007-2012 (millions)
- Top 10 Countries Worldwide, Ranked by Internet User Penetration*,
2007-2012 (% of population)
- US Adult Internet Users*, 1995-2007 (millions)
- Comparative Estimates: US Internet Users, 2007-2012 (millions)
- Time Spent Online by US Internet Users, October 2006-October 2007
(millions of total minutes per month and average minutes per user)
- Top 10 US Cities, Ranked by Adult Internet User Penetration, January
2006-April 2007 (% of population)
- Internet Households
- Primary Internet Access Location Used by US Adult Internet Users,
November 2007 (% of respondents)
- US Internet Households and Penetration, 2007-2012 (millions and % of
total households)
- US TV Households, 2001-2012 (millions and % change)
- Frequency of Internet Usage among US Households, Q3 2006-Q3 2007 (% of
respondents)
- Most Important Online Activities according to US Online Households, Q3
2007-Q4 2007 (% of respondents)
- Access
- US Broadband and Dial-Up Internet Users, 2007-2012 (millions)
- US Broadband and Dial-Up Internet Households and Penetration, 2007-2012
(millions and % of total households)
- US Broadband and Dial-Up Households and Penetration, 2000-2012 (millions
and % of Internet households)
- Internet Access Locations Used and Average Weekly Internet Usage* among
US Adults, 1995-2007 (% of respondents)
- Demographic Profile of US Adult At-Home Broadband Users, June-September
2007 (% of Internet users in each group)
- US Mobile Internet Users, Mobile Search Users and Mobile Search
Advertising Revenues, 2006-2011 (millions)
- Mobile and PC-Based Internet Users in the US, by Age and Gender, January
2007 (% of unique visitors)
Demographics of US Internet Users
- Demographic Profile of US Adult Internet Users* vs. Total Adult Consumers,
July-October 2007 (% of respondents)
- Gender
- US Internet Users, by Gender, 2006-2011 (millions and % of total
Internet users)
- US Internet Users, by Gender, 2006-2011 (% of population ages 3+ in each
group)
- US Internet Users, by Age and Gender, July 2007 (thousands and % of
total in each group)
- US Adult Internet Users Who Spend Three or More Hours per Day Online*,
by Age and Gender, November 2007 (% of respondents in each group)
- Age
- US Internet Users, by Age, 2008 (millions and % of total)
- US Internet Users, by Age, July 2007 (thousands and % of total (1))
- Time Spent Online per Day by US Child Internet Users, by Age, March 2007
(hours)
- Time Spent Using Select Media per Day by US Adult Internet Users, by
Age, January 2007 (mean hours)
- Select Weekly Online Activities* of US Internet Users, by Age,
February-March 2007 (% of respondents in each group)
- Race and Ethnicity
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet
users)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages
3+ in each group)
- US Internet Users, by Race, July 2007
- US Internet Users, by Hispanic Origin, July 2007
- Income
- US Population, by Household Income, 2006 (% of total)
- US Internet Penetration, by Household Income, February-March 2007 (% of
respondents in each group)
- US Affluent* Internet Users, 2006-2011 (millions and % of total Internet
users)
- US Adult Internet Users, by Household Income, September 2006-October
2007 (% of total)
- Education
- Demographic Profile of US Adults Who Use the Internet, June-September
2007 (% of respondents in each group)
- US Internet Penetration, by Race/Ethnicity and Education, 2006 (% of
population in each group)
Related Information and Links
- Related Links
- Contact
- Report Contributors
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