Group 2

Group 2

1. Identify the key features of the Internet audience

   • Intensity and Scope of Usage
     • The slowing growth rate in the US Internet population is compensated for, in part, by an increasing intensity and scope of use
     • In 2015, over 71%of all American adults reported logging on in a typical deay
     • 98% of all US households currently have televisions and 94% have telephones
       • Internet use by teens is even more pervasive, with over 90% saying they go online daily, and about 25% reporting that they use the Internet almost constantly
     • Worldwide, around 3.1 billion people are online
       • In 2015, mobile smartphones and tablets are major access points to the Internet and online commerce
   • Demographics and Access
     • The demographic profile of the Internet – and e-commerce – has changed greatly since 1995
     • Up until 2000, single, white, young, college-educated males with high incomes dominated the Internet
     • Demographic similarities and differences can be assessed by looking at
       • Gender
         • Roughly equal percentage of men and women users (84-85%)
       • Age
         • Young adults (18-29) form the age group with the highest percentage of Internet use (96%)
         • Adults in the 30-49 group (93%) are also strongly represented
         • Another fast-growing group online is the 65 and over segment, 58% of whom now use the Internet
         • Teens (12-17) also have a very high percentage of their age group online (97%)
         • The percentage of very young children (0-11) has grown to 50%
       • Ethnicity
         • Variation across ethnic groups is not as wide as across age groups
         • Ten years ago, there were significant differences among ethnic groups, but this has receded
       • Income Level
         • About 97% of households with income levels above $75,000 have Internet access
         • Compare this to only 74% of households earning less than $30,000