From the Social Media Symposium at NABShow 2015. Get a clear understanding of what people are doing online and opinions held. This presentation draws on research from others sources are cited to help you go deeper.
The State of Internet Access | NABSHOW 2015 Social Media Symposium
1. The State Of
Internet Access
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5. High-Speed Access at Home
% Who Have Broadband/Dial-Up Internet Access at Home
0
20
40
60
80
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
70
66
62
66
63
55
47
42
33
24
16
11
63 3335
7
10
15
23
28
30
3738
41
34
Dial-Up Broadband
6. Internet Access is Everywhere
% With Internet Access From Any Location (12+)
0
25
50
75
100
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
8988
848583828181
75
72
62
55
50
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
7. Internet Users in US
Men 85%
Women 84%
Age 18–29 98%
Age 30–49 92%
Age 50–64 83%
Age 65+ 56%
Source:Pew Internet Life
8. Internet Users in US
EDUCATION
High School Grad 78%
Some College 92%
College+ 96%
Source:Pew Internet Life
9. Internet Users in US
INCOME
Less than $30,000 76%
$30,000–$49,000 88%
$50,000–$74,999 94%
More than $75,000 96%
Source:Pew Internet Life
10. Internet Users in US
URBANITY
Urban 86%
Suburban 86%
Rural 80%
Source:Pew Internet Life
11.
12. Top 10 Countries by Number
of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 China 420,000,000 31.8%
2 United States 234,372,000 76.3%
3 Japan 95,979,000 75.5%
4 India 81,000,000 7.0%
5 Brazil 72,027,700 36.2%
6 Germany 61,973,100 75.3%
7 United Kingdom 46,683,900 76.4%
8 Russia 45,250,000 32.3%
9 France 43,100,134 69.3%
10 South Korea 37,475,800 77.3%
13. Top 10 Countries by Percentage
of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 Iceland 285,700 93.2%
2 Norway 4,235,800 90.9%
3 Greenland 52,000 90.3%
4 Sweden 8,085,500 89.2%
5 Netherlands 14,304,600 85.6%
6 Denmark 4,629,600 84.2%
7 Finland 4,382,700 83.5%
8 New Zealand 3,500,000 83.1%
9 Australia 17,033,826 80.1%
10 Luxembourg 387,000 78.7%
16. Information Gatekeepers
■ 1871: Western Union controls 90 percent of U.S.
telegraph traffic.
■ 1947: 97 percent of the country’s radio stations are
affiliated with one of four national networks.
■ 1969: Viewership for the three nightly network newscasts
hits an all-time high, with 50 percent of all American
homes tuning in.
17. Information Gatekeepers
■ 1997: About half of all American homes with Internet
access get it through America Online.
■ 2002: Microsoft Internet Explorer captures 97 percent
of the worldwide browser market.
■ 2014: Amazon sells 63 percent of all books bought
online—and 40 percent of books overall.
20. Internet is Most Essential Delivery Vehicle
% Saying the Internet Is the Most Essential Medium to Their Lives
Edison Research
0%
25%
50%
75%
100%
2002 2007 2010 2012 2015
54
46
42
33
20
21. Most Essential Medium
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
30
9
4
54
37
14
5
42
22. Most Essential Medium (Major Story)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
50
63
40
62
75
25
23. Most Essential Medium (New Music)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
9
32
1
44
12
39
3
31
24. Internet is Most Essential Delivery Vehicle
% Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
12–34 35+
33
68
25. Give Up TV Before Smartphones
TV or Smartphone – Which would you be more
willing to eliminate?
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Eliminate iPhone or TV
6%
36%
58%
Eliminate TV Eliminate iPhone Don’t Know
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
27. Why Aren’t
People Online?
■ 15% of American adults do not use
the internet at all
■ 9% of adults use the internet but not
at home
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
28. Why Aren’t
People Online?
■ 34% of non-internet users think the
internet is just not relevant to them,
saying they are not interested, do not
want to use it, or have no need for it.
■ 32% of non-internet users cite
reasons tied to their sense that the
internet is not very easy to use.
These non-users say it is difficult or
frustrating to go online.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
29. Why Aren’t
People Online?
■ They are physically unable, or they
are worried about other issues such
as spam, spyware, and hackers. This
figure is considerably higher than in
earlier surveys.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
30. Why Aren’t
People Online?
■ 19% of non-internet users cite the
expense of owning a computer or
paying for an internet connection.
■ 7% of non-users cited a physical
lack of availability or access to the
internet.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
39. Social Media
Used Most Often
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 65%
Instagram 7%
LinkedIn 5%
Pinterest 5%
Google+ 4%
Twitter 4%
Snapchat 4%
Others 5%
None 1%
40. Social Media
Used Most Often (Ages 12–24)
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 43%
Instagram 18%
Pinterest 3%
Google+ 4%
Twitter 8%
Snapchat 15%
Others 8%
None 1%
42. The State Of
Internet Access
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