A declining yet substantial proportion of the US adult population does not use the internet, per data from the Pew Research Center. In fact, 11% of US adults do not go online, with that figure down from 15% in a previous analysis released 5 years ago.
This newest report shows that the same patterns of internet usage remain evident today. Namely, internet usage is strongly correlated with age, household income, educational attainment and community type.
It’s worth noting that internet usage is relatively consistent among men (89%) and women (88%) and among White (89%), Black (87%) and Hispanic (88%) adults. That marks a significant change from 2013, when Hispanic adults were 60% more likely than the average adult to not go online (24% vs. 15% at the time).
Research from Pew has demonstrated that tech adoption is rising among older adults. Nevertheless – and not too surprisingly – internet usage is lowest among the oldest age bracket.
Fully 34% of adults ages 65 and older do not use the internet, per this latest study. In other words, only two-thirds of the 65+ population is active on the internet and can be reached via digital means. That leaves a substantial portion who need other means of marketing and advertising communications. (Older adults’ affinity for traditional TV suggests that this is one such medium.) Read the rest at MarketingCharts.com.