Who Uses the Internet?
Some interesting data on who is using the internet. I found this while I was trying to determine the status of the “Digital Divide” in the United States. Is it worthwhile to market to an adult demographic that has a household income below 30,000 and no education?
The answer is a resounding yes with 50% of adults in that category using the internet regularly.
I did additional research to determine the amount of time actually spent on the internet by these people. Turns out that people with less education and lower income now spend more time on the internet. Explanations for this seem to have to do with the “opportunity cost of leisure time” — that low-income users have fewer other uses for the time. Another possible explanation is that low-income individuals find the internet more useful, are able to find information which they would not normally be able to pay for, and those with low-income who are willing to pay for internet probably value it more highly than others.
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