Stinkysteve
07-13-2004, 09:00 AM
Story here:
http://www.internetweek.com/breakingNews/showArticle.jhtml?articleID=22104820
Internet Usage Reaching Saturation Point
By InternetWeek.com
Regular Internet usage by U.S. adults has flattened out at 63 percent of the population according to Mediamark Research Inc. (MRI). North of the border, Internet usage has grown steadily with 64 percent of Canadian households using the Internet regularly according to the Household Internet Use Survey.
Analysis from New York-based MRI indicates that further growth of Internet use in the U.S. will require the conversion of resisters and unconnected consumers. As of April 2004, almost 80 percent of U.S. adults had access to the Internet at work, home, or another location.
In a statement, MRI VP of client services Andy Arthur, identified a diehard group of resister that promises to hold out for the foreseeable future, as well an entrenched group of unconnected adults. He said, "This could mean that as a medium for reaching U.S. adults on a regular bases, the Internet may well be at saturation."
Arthur went on to note that Internet usage by the adult U.S. population has increased by 1.7 percent in the last year. This is a pointed contrast to the 11.3 percent increase in usage between 1999 and 2000. "This data indicates that claims of the continued explosive growth of the Internet are grossly exaggerated," said Arthur.
Canadian Internet Usage
In Canada, Internet usage is at a similar level to the U.S. Increases in usage have also tailed off drastically with only a 5 percent increase in usage in 2003, compared with 19 and 24 percent increases in 2000 and 2001. Most Canadian Internet use is from home rather than work or other locations.
The Household Internet Use Survey is a component of the Canadian National Labour Force Survey and reflects usage data for calendar year 2003.
Internet usage in Canada rises with income levels. More that 82 percent of the nation's highest income households use the Internet regularly. The strongest growth has occurred in the Canada's second income quartile, where Internet usage rose more than 13 percent. The lowest income level lags significantly behind in Internet usage: only 12 percent of these households have a connection.
In 2004, approximately 3.6 million Canadian households reported never using the Internet. Almost 90 percent of these households were either families without children or single-person households. Almost half on the non-users fell into the lowest income category.
Future Growth
Arthur, of MRI, addressed the challenge of continuing growth for Internet usage. "The nature of the Internet holdouts means that future Internet growth, if it materializes, will probably be driven by those who are lower-income, older, and more ethnically diverse."
Arthur noted that the median age for the general adult population is 43.9, but those he termed Internet usage resistors have a median age of 51.5, and those without connections at all, 55.3.
Speaking specifically to the U. S. market, Arthur said, "Substantial growth in the Internet-using population is unlikely to resume without cheaper Internet connections, more Spanish-language Internet providers services and compelling new reasons for non-users to become users."
http://www.internetweek.com/breakingNews/showArticle.jhtml?articleID=22104820
Internet Usage Reaching Saturation Point
By InternetWeek.com
Regular Internet usage by U.S. adults has flattened out at 63 percent of the population according to Mediamark Research Inc. (MRI). North of the border, Internet usage has grown steadily with 64 percent of Canadian households using the Internet regularly according to the Household Internet Use Survey.
Analysis from New York-based MRI indicates that further growth of Internet use in the U.S. will require the conversion of resisters and unconnected consumers. As of April 2004, almost 80 percent of U.S. adults had access to the Internet at work, home, or another location.
In a statement, MRI VP of client services Andy Arthur, identified a diehard group of resister that promises to hold out for the foreseeable future, as well an entrenched group of unconnected adults. He said, "This could mean that as a medium for reaching U.S. adults on a regular bases, the Internet may well be at saturation."
Arthur went on to note that Internet usage by the adult U.S. population has increased by 1.7 percent in the last year. This is a pointed contrast to the 11.3 percent increase in usage between 1999 and 2000. "This data indicates that claims of the continued explosive growth of the Internet are grossly exaggerated," said Arthur.
Canadian Internet Usage
In Canada, Internet usage is at a similar level to the U.S. Increases in usage have also tailed off drastically with only a 5 percent increase in usage in 2003, compared with 19 and 24 percent increases in 2000 and 2001. Most Canadian Internet use is from home rather than work or other locations.
The Household Internet Use Survey is a component of the Canadian National Labour Force Survey and reflects usage data for calendar year 2003.
Internet usage in Canada rises with income levels. More that 82 percent of the nation's highest income households use the Internet regularly. The strongest growth has occurred in the Canada's second income quartile, where Internet usage rose more than 13 percent. The lowest income level lags significantly behind in Internet usage: only 12 percent of these households have a connection.
In 2004, approximately 3.6 million Canadian households reported never using the Internet. Almost 90 percent of these households were either families without children or single-person households. Almost half on the non-users fell into the lowest income category.
Future Growth
Arthur, of MRI, addressed the challenge of continuing growth for Internet usage. "The nature of the Internet holdouts means that future Internet growth, if it materializes, will probably be driven by those who are lower-income, older, and more ethnically diverse."
Arthur noted that the median age for the general adult population is 43.9, but those he termed Internet usage resistors have a median age of 51.5, and those without connections at all, 55.3.
Speaking specifically to the U. S. market, Arthur said, "Substantial growth in the Internet-using population is unlikely to resume without cheaper Internet connections, more Spanish-language Internet providers services and compelling new reasons for non-users to become users."