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Over Half Of Online Adults Use Broadband At Home

The big jump in broadband penetration is good news for Internet companies, which can offer more advanced services requiring higher bandwidths.

By Antone Gonsalves, InternetWeek
May 12, 2005
URL: http://www.informationweek.com/story/showArticle.jhtml?articleID=163101737

Three quarters of U.S. adults go online, with more than half using broadband at home, a survey released Thursday showed.

The number of online adults as of April reached 163 million, a 4 percent increase over eight month ago, market researcher Harris Interactive said. Fully 74 percent of adults are online at home, in the office, at school, the library or other location, a 1 percent increase over the summer of 2004. In 2000, 57 percent of U.S. adults were online.

But the most striking change was the increase in broadband use, Harris said. Fifty-four percent of online adults said they accessed the Internet over broadband at home, compared to 37 percent in December of 2003

The big jump in broadband penetration is good news for Internet companies, which can offer more advanced services, such as Internet telephony, web conferencing and photo and music sharing, that require higher bandwidths.

Harris, which based its findings on a telephone survey of more than 2,000 adults, said the increase in the number of people online was due to the rise in Internet access at locations other than at work and at home. Adults who are online at libraries, schools and other places rose to 21 percent from 17 percent in 2004.

Adults accessing the Internet at home and at work increased 1 percent and 2 percent, respectively, to 66 percent and 36 percent.

As Internet penetration rises, the demographic profile for Internet users is moving closing to that of the nation as a whole, Harris said. For example, 8 percent of people age 65 or older wer online, compared to 15 percent of all adults who are in that age category; and 16 percent have annual incomes of less than $25,000, compared to 21 percent of all U.S. adults.

Penetration, however, remains highest among younger and more affluent adults.

People Aged 55 and Up Drive U.S. Web Growth

www.clickz.com/stats/sectors/traffic_patterns/article.php/3446641

By Rob McGann

December 10, 2004

Young people largely drove the early stages of Internet growth in the U.S. But in the last four years, most new growth in Web adoption came from people aged 55 and up, according to a survey conducted by International Demographics.

A population bulge of baby boomers nearing retirement age is increasingly going online, opening up new opportunities for online marketers and advertisers, said Robert Jordan, president of International Demographics.

"The recent growth in Internet users indicates the Internet is maturing, in that it is becoming more democratic in its representation of all age groups," Jordan said. "Most of the new growth is coming from older age groups, including the aging Baby Boomer demographic. When you consider the huge purchasing power of this group, which continues to buy everything, including the most expensive products, there is a huge opportunity for e-commerce and e-marketing."

The findings are based on a regularly-conducted survey of 80 U.S. metropolitan markets with a combined population of 130 million. (Though not a national survey by definition, the findings traditionally correlate national trends.) Of that total population, 61.2 percent visit the Internet regularly, compared to 54.9 percent in 2000.

The number of users aged 55 to 64 category increased as a percentage of total Internet audience from 9.5 percent to 11.3 percent in the past four years. The percent of that age group who regularly go online increased from 45.8 percent in 2000 to 56.7 percent this year.

In the 65 to 74 age group, the percent of total Internet audience grew from 4.6 to 5.4 percent. The percentage of people in that segment who regularly use the Web increased from 26.2 percent in 2000 to 35.9 percent this year.

Online users 75 and older grew from 1.3 percent in 2000 to 1.6 percent in 2004. The percentage of people in that age group who regularly surf, meanwhile, increased from 12.1 to 15.9 percent.

While people 55 and older group still only account for 18.3 percent of the total adult online population, it continues to grow. So will opportunities to market to that demographic in coming years, Jordan said.

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