While it’s true that some communicators continue to believe the online life is a fad, it’s hard to argue with figures from a new Pew Research Center survey that say otherwise. At least for the moment, the overwhelming majority of Americans is either online daily or nearly constantly.
The study of some 2,000 American adults (data collected in January) shows 77% of Americans head online each day, including 26% who say they’re engaged with the technology “almost constantly.”
That figure jumps to nearly 4 in 10 (39%) when those aged 18 to 29 are asked if they’re online “almost constantly.”
But going online constantly is hardly the exclusive purview of the young: 36% of those 30-49 say they’re constantly online, too. In addition, this figure has risen 12% since 2015.
Even the “constantly online” share of Americans 50 to 64 has risen to 17% from 12% since Pew’s December 2015 study. Marketers might want to dig deeper into their target audience to find at what age the decline in “constantly online” begins or if it occurs at all.
Another important trend: Mobile connectivity drives online activity in America.
Among mobile internet users (83%), 89% go online daily and 31% go online almost constantly. Of those who go online using something other than a mobile device, just 54% go online daily and 5% say they are constantly online.
Looked at differently, the percentage of the U.S. population rejecting the internet has fallen steadily since 2000 (see table below).
Certain sectors have declined precipitously. For example, 86% of adults ages 65 and older did not go online in 2000; today that figure is 34%. For those lacking a high school diploma, 81% did not use the internet in 2000. It’s 35% today.
