Not On The Internet?

Approximately one-quarter (24%) of Americans have no Internet access, according to a report titled "Information Searches That Solve Problems: How People Use the Internet, Libraries and Government Agencies When They Need Help" by the Pew Internet & American Life Project and the Graduate School of Library and Information Science at the University of Illinois at Champaign-Urbana.

Additionally, 13% of Americans access the Internet via a dial-up service at home, 55% access the Internet via broadband at home and 9% access via broadband at work or another location.

Pew reports that those individuals with no access to the Internet tend to be older, less affluent and less educated.

Specifically, 44% of Matures or people between the ages of 62 and 71 do not have access to the Internet, and 71% of people that are older than 71 years of age do not have access to the Internet. 39% of individuals with household incomes of less than $40,000 have no access to the Internet, while 9% of individuals with household incomes of $40,000 or more have no access to the Internet.

Finally 39% of individuals at the educational level of high school diploma or less have no access to the Internet. 15% of individuals with some college have no access to the Internet. 7% of individuals with a college degree or more have no access to the Internet.

By knowing who the non-users of the Internet are, marketers can avoid spending time and money on online tactics for these groups.