The Internet: Addictive Nuisance or Global Opportunity?

The internet will celebrate its 25th birthday this March, and it has left no one unaffected. Ask almost anyone, and they will be able to list the pros and cons of living in such a connected world. For marketing professionals, the advent of the internet has provided both new challenges and fantastic opportunities. So, what does your audience think? Are they as impressed by this brave new world? The Pew Research Center's Internet & American Life Project has the answer. 

Who Is Using The Internet?

Pew issued a survey which found that 87% of Americans use the Internet in 2014. This percentage has increased every year: up from 14% in 1995 and 46% in 2000. We have reached near saturation with internet usage in the US. This is a great thing for marketers, because we can be certain that we will find our target audience somewhere on the web. These numbers get even higher when we look at the users with the most buying power. In fact, 99% of those with household incomes of more than $75,000 are frequent internet users.

And Are They Happy With What They Find?

Most internet users plan to continue their habits for the foreseeable future. 53% of internet users claimed that it would be “very hard” to stop using the internet. This is a larger number than the 34% who said it would be “very hard” to give up television, a flip flop from past years. Internet users are integrating streaming, communication, news, and social sharing into their internet experience. Other individual services are losing their importance. 

You could argue that this is because of the “internet addiction” so often bemoaned. However, most users have a different perspective. 90% say the internet is good for them personally and 76% say that it’s good for society as well. 

Conclusion? Your target audience is using the internet, enjoying the internet, has plays to keep using the internet, and has a positive impression of the internet. It’s no wonder that it has so drastically changed the way we market our brands. 

photo credit: Martin Deutsch via photopin cc