« How Some Customers Take Ownership of Their Relationship With Your Brand… | Main | A Branding Touchpoint Primer: Everything Matters »
October 21, 2005
It (Better Be) in The Mail…
Has the Internet finally saturated America? Based on a recent study from the Pew Internet and American Life Project, the answer may be yes. It looks like the proportion of America adults who have never used the Internet has stabilized at around one-fifth of the population.
22%: The percentage of “disconnected adults” in 2005
23%: The percentage of “disconnected adults” in 2002
This indicates several things of interest to marketers.
First, those who are online are getting more experienced, savvier and smarter about the Internet as each month goes by. 79% of Internet users have been online 4 years or more.
Second, there is still a significant portion of the population that many marketers cannot ignore. Though older, less educated and less affluent as a group, the buying power of this group is still substantial.
Still, I’d think before positioning any new products to an audience that’s literally dying off….
Posted by MCorp. at 21.10.2005 10:41 | Permalink