Replies to post #260406 on Zeev's Turnips Patch-No Politics (ZEEV)

[Joe Stocks]

>>My conclusion is simple: the Internet has only fulfilled 10% of its potential... <<<

Just out this am.http://www.internetretailer.com/dailyNews.asp?id=12255

The Internet rush is over, a new survey says

Regular use of the Internet by U.S. adults has flattened out at 63% of the population, says a new report from Mediamark Research Inc. Mediamark says further penetration will require the conversion of what it calls "unconnected" consumers and Internet "resistors." It defines regular Internet use as having been online during the past 30 days. Mediamark also reports that 79.5% of adults have access to the Internet at home, work or other location.

The results are based on data from 26,000 in-home interviews conducted each year. “Data from an eight-year period show that growth has slowed from a sprint to a crawl,” Mediamark says in its report The Survey of the American Consumer, which it releases every six months.

"Suggesting a long-term plateau in growth, our data show there is an entrenched group of non-connected adults and a diehard group of resistors that promise to hold out for the foreseeable future," said Andy Arthur, vice president of client services.

Mediamark reports that four distinct periods have emerged since 1995 in past-30-day usage:
• Spring 1996 to fall 1997, typified by 2-3% increases in each six-month survey.
• Fall 1997 to spring 2000, with increases of 4-7% per wave.
• Spring 2000 to spring 2002, with 2-3% increases.
• Spring 2002 to the present, with increases below 2%.

In the 12 months ending in April, Internet and online users increased by just 1.7% of the adult population over the same period a year earlier.

Mediamark says that among Internet non-users, there are two distinct groups. The first consists of Internet "resistors," 16.5% of U.S. adults. Resistors, who have access to the Internet but do not use it, have represented 20% of adults with Internet access since Mediamark began measuring access to the Internet.

The second group is the "unconnected," with no access anywhere. Traditionally, it has been conversion of the unconnected that has fueled the growth of the Internet-using population. The unconnected population appears to be stabilizing at around 20%; the percentage of unconnected adults has decreased only 1.9% since Mediamark’s fall 2002 study. In contrast, between the 2001 spring study and the 2002 fall study, the percentage of unconnected adults declined by 11.5%.

"The nature of these Internet holdouts means that future Internet growth, if it materializes, will probably be driven by those who are lower-income, older and more ethnically diverse," said Arthur. "While the median age for the general adult population is 43.9, resistors have a median age of 51.5, and the unconnected, 55.3. As a medium for reaching U.S. adults on a regular basis, the Internet may well be at saturation, with just under two-thirds of the population genuinely online."

Mediamark provides magazine audience and multi-media research data that track consumers’ exposure to advertising media and their use of advertised goods and services.

[marketmaven]

Sprint broadband or broadbendover?

Sprint home
1,100 workers laid off from Sprint.
When: 6/16/2004
Company: Sprint
Severity: 45
Points: 140
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