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Access, Demographics & Usage, February 2002 North America Online: Access, Demographics & Usage February 2002 www.emarketer.com This report is the property of eMarketer, Inc. and is protected under both the United States Copyright Act and by contract. Section 106 of the Copyright Act gives copyright owners the exclusive rights of reproduction, adaptation, publication, performance and display of protected works. Accordingly, any use, copying, distribution, modification, or republishing of this report beyond that expressly permitted by your license agreement is prohibited. Violations of the Copyright Act can be both civilly and criminally prosecuted and eMarketer will take all steps necessary to protect its rights under both the Copyright Act and your contract. If you are outside of the United States: copyrighted United States works, including the attached report, are protected under international treaties. Additionally, by contract, you have agreed to be bound by United States law. North America Online Table of Contents 3 Methodology 7 The eMarketer Difference 8 The Benefits of eMarketer’s Aggregation Approach 9 “Benchmarking” and Future-Based Projections 9 I Introduction 11 A. Key Findings - Then and Now 13 II Internet Users 17 A. Worldwide Internet Users 20 B. Internet Users in the US 22 C. Who is Not Online and Why? 28 III Internet Households 35 A. Comparative Estimates: Online Households in the US 38 B. Households Online by Technology 40 Broadband Users 55 Satellite 60 Fixed Wireless 61 IV Internet Access Devices: PC, TV and Mobile Devices 63 A. PCs 66 B. TV 71 C. Mobile Phones & PDAs 73 V Online Demographics 77 A. Gender 82 B. Age 90 C. Income 96 D. Education 104 E. Race & Ethnic Origin 109 F.Region 117 VI Usage 119 A. Time Online 120 B. Location – Work, Home & School 127 C. Activities 136 eMarketer Master Grid for Consumer Online Buying 148 3 ©2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. North America Online VII Special Trends 149 A. Kids, Teens & College Students 150 B. Seniors Online 156 C. Black Americans 158 D. Hispanics 161 E. Broadband Users 164 F.Mobile Internet Users 168 VIII Canada Online 173 A. Internet Users 174 B. Internet Households 180 C. Households Online, by Technology 183 Cable 188 DSL 189 Fixed Wireless 190 Satellite 190 D. PC Penetration 192 E. Online Demographics 194 Kids & Teens Online 206 Seniors online 209 F.Usage 216 G. Mobile Internet Users and Usage 232 H. Summary of Findings 236 Index of Charts 237 4 ©2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. North America Online February 2002 Welcome to eMarketer Dear Reader: Ben Macklin Senior Analyst, eMarketer TM [email protected] The February 2002 North America Online Report is a comprehensive analysis of internet users in the United States and Canada. The report provides answers to four critical questions: eMarketer, inc. 821 Broadway I How many North Americans are online now, and how many will be online in the future? New York, NY 10003 T: 212.677.6300 I What devices and technologies are being used by internet users to get online? F: 212.777.1172 I What are the demographic characteristics of those online? I What are the most popular online activities of North American internet users? eMarketer has drawn on the latest research from dozens of leading research firms, including Forrester Research, Jupiter Media Metrix, Nielsen//NetRatings, Ipsos Reid, International Data Corporation, Statistics Canada as well as The US Department of Commerce’s recently released report: A Nation Online: How Americans are Expanding Their Use of the Internet, February 2002. Combined with eMarketer’s latest projections and analysis, this report will provide readers with the necessary information to make informed decisions about the online population in North America. As a valuable accompaniment to this report, eMarketer also has available the The eGlobal ReportTM, January, 2002, which examines the demographic and usage patterns of internet users from a global perspective; The Europe Online ReportTM, November 2001, which examines the European internet sector; eCommerce B2C & Demographics ReportTM, September 2001 which provides a detailed analysis of the business-to-consumer eCommerce sector in the US and; Marketing Online To Kids & TeensTM May 2001, which provides a detailed analysis of kids and teens online in the US. The eMarketer eStat Database also contains thousands of additional statistics on virtually every aspect of the internet and e-business. If you have any questions or comments concerning eMarketer or any of the material in this report, please call, fax or send an e-mail. Ben Macklin Senior Analyst Written by Ben Macklin Also contributing to this report: Reuse of information in this document, without prior authorization, Steven Butler, analyst is prohibited. If you would like to license this report for your Nevin Cohen, analyst organization, please contact David Iankelevich at Noah Elkin, analyst [email protected], or 212.763.6037. Yael Marmon, researcher Andrew Raff, researcher Tracy Tang, researcher Allison Smith, senior editor Dana Hill, production artist James Ku, data entry & production assistance 5 ©2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. North America Online Methodology 7 The eMarketer Difference 8 The Benefits of eMarketer’s Aggregation Approach 9 “Benchmarking” and Future-Based Projections 9 I Introduction II Internet Users III Internet Households IV Internet Access Devices: PC, TV and Mobile Devices V Online Demographics VI Usage119 VII Special Trends VIII Canada Online Index of Charts 7 ©2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. North America Online Methodology eMarketer’s approach to market research is founded on a philosophy of Introduction aggregating data from as many different sources as possible. Why? Because Internet Users there is no such thing as a perfect research study and no single research Internet Households Internet Access Devices: source can have all the answers. Moreover, a careful evaluation and PC, TV and Mobile Devices weighting of multiple sources will inevitably yield a more accurate picture Online Demographics Usage than any single source could possibly provide. Special Targets Canada Online Index of Charts The eMarketer Difference eMarketer does not conduct primary research. Neither a research firm nor a consultancy, eMarketer has no testing technique to defend, no research bias and no client contracts to protect. eMarketer prepares each market report using a four-step process of aggregating, filtering, organizing and analyzing data from leading research sources worldwide. Aggregate Analyze Filter Organize ©2001 eMarketer, Inc. www.eMarketer.com Using the internet and accessing a library of electronically-filed research reports and studies, the eMarketer research team first aggregates publicly available e-business data from hundreds of global research and consultancy firms. This comparative source information is then filtered and organized into tables, charts and graphs. Finally, eMarketer analysts provide concise and insightful analysis of the facts and figures along with their own estimates and projections. As a result, each set of findings reflects the collected wisdom of numerous research firms and industry analysts. “I think eMarketer reports are extremely useful and set the highest standards for high quality, objective compilation of often wildly disparate sources of data. I rely on eMarketer’s research reports as a solid and trusted source.” — Professor Donna L. Hoffman, Co-Director, eLab, Vanderbilt University 8 ©2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. North America Online Methodology The Benefits of eMarketer’s Aggregation Introduction Internet Users Approach Internet Households Objective: information is more objective than that provided by any single Internet Access Devices: PC, TV and Mobile Devices research source Online Demographics Comprehensive: gathered from the world’s leading research firms, Usage consultancies and news organizations Special Targets Authoritative: quoted in leading news publications, academic studies and Canada Online Index of Charts government reports All in one place: easy to locate, evaluate and compare Readily accessible: so you can make quick, better-informed business decisions Above the hype: accurate projections that business people can use with confidence Time saving: there’s no faster way to find internet and e-business stats, online or off Money saving: more information, for less, than any other source in the world “Benchmarking” and Future-Based Projections Until recently, anyone trying to determine which researcher
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