| Anyone who wants to do online surveys or market | | | | on who they are. Men are more likely than women to |
| research online should be curious about who actually | | | | get news, buy travel services, check sports scores, |
| uses the Internet. Although usage patterns are | | | | and participate in online auctions. Women are more |
| constantly changing, it is still possible to create a fairly | | | | likely than men to get health information, use |
| clear profile of Internet users. | | | | support-group Web sites, and get information about |
| Who Uses the Internet?In 2008, Asia accounted for | | | | spiritual and religious topics. Young Internet users (ages |
| the largest number of Internet users, followed by | | | | 18-29) are more likely than others to do research for |
| Europe and then North America. ( As a percentage of | | | | school, use instant messaging, listen to music, use |
| the population, North America leads the world, with | | | | dating sites, and share files. ( |
| almost 75% of the population having access to the | | | | New Trends in Access and ContentOne of the most |
| Internet and the basic skills needed to use it. | | | | significant trends in Internet use involves how people |
| In the U.S., women account for slightly more than half | | | | are accessing the Internet. In December 2007, about |
| of Internet users (51%). In terms of ethnic background, | | | | six months after release of Apple’s iPhone, almost |
| the numbers are generally in line with the population as | | | | 40% of Internet users said that they were accessing |
| a whole. Approximately 74% of users are white, 11% | | | | the Internet with mobile devices at least some of the |
| are Hispanic, 9% are African-American, and the | | | | time. ( This trend is likely to continue as mobile devices |
| remaining 6% belong to other racial or ethnic groups. | | | | become more affordable. |
| The percentage of the population that uses the | | | | Online video is also having a powerful impact on how |
| Internet on a regular basis stays fairly constant until | | | | people (especially younger people) use the Internet. |
| about age 55. Then it begins to decline steadily, from | | | | The explosive growth of YouTube is only part of the |
| about 67% for the 50-54 age group to about 16% for | | | | picture. TV networks and news organizations are |
| people over 75. ( | | | | turning increasingly to online video as a new source of |
| More than half of Internet users (54%) live in suburbs, | | | | income. In 2007, people in the 18-24 age group spent |
| 30% live in cities, and 16% live in rural areas. | | | | nearly as much time watching online video as they did |
| What People Are Doing OnlineSo what are all these | | | | watching programs on their DVRs. ( From an |
| people doing on the Internet? The most frequent | | | | advertiser’s standpoint, online video may be a |
| activity is still email, although it is being challenged for | | | | better investment because users can’t |
| the top spot by online searches. ( Other frequent uses | | | | fast-forward through ads. |
| include searching for a map or driving directions, looking | | | | Social networking sites such as Facebook are also |
| for information on a hobby or interest, checking the | | | | growing exponentially. It seems safe to predict that the |
| weather, and getting news. Online commerce | | | | popularity of such sites will continue, but any predictions |
| (shopping, banking, paying bills) continues to grow in | | | | about the Internet are risky. By the time you read this, |
| popularity, but it is not one of the most frequent | | | | Internet users might have moved on to something no |
| activities. | | | | one could have expected. |
| How people use the Internet depends to some extent | | | | |