According to a Pew Research Center survey, overall, 73% of Americans go online on a daily basis. Along with the One-fifth of Americans going online ‘almost constantly’, 42% go online several times a day and 10% go online about once a day. Some 13% go online several times a week or less often. And in this survey, 13% of adults say they do not use the internet at all.
“Younger adults are in the vanguard of the constantly connected: Fully 36% of 18- to 29-year-olds go online almost constantly and 50% go online multiple times per day,” Andrew Perrin wrote in Fact Tank. “By comparison, just 6% of those 65 and older go online almost constantly (and just 24% go online multiple times per day).”
“This is the first time that a Pew Research Center survey has included “almost constantly” as a response option when asking about frequency of internet use among adults, so there’s no way to measure how much this group has grown over time. A recent survey of teens found that 24% of teens report going online almost constantly, nearly identical to the figure among adults. At the same time, teens are more likely than adults to go online at least daily – 92% do so, compared with 73% of adults.”
“And as is true for teens, adults with mobile connectivity are especially likely to be online a lot,” Perrin wrote. “About three-quarters of Americans use a smartphone, tablet or other mobile device to tap into the internet at least occasionally. Fully 87% of these users go online daily and 27% go online almost constantly. Among Americans who don’t use a mobile device as their way of getting on the internet, 65% go online daily and just 8% report that they go online almost constantly.”
“Along with younger adults, some demographic groups that report going online frequently include college-educated adults, adults who live in higher-income households, and non-rural residents. Some 29% of adults with a college education or more go online almost constantly (and 89% go online daily), compared with 14% of adults with a high school education or less. And 28% of adults who have an annual household income of $75,000 or more use the internet almost constantly (91% use it daily), compared with 16% of those whose household makes less than $30,000. Adults who live in urban and suburban areas are more likely to go online almost constantly than those who live in rural areas: 23% of adults living in urban and suburban areas use the internet almost constantly, compared with 14% of rural residents.”
If 21% of Americans are online constantly, they’re probably eating meals while online and thinking about their next meals while online. So help your marketers capture those hunger pangs by improving online ordering capabilities for food services. AudienceSCAN’s research about Online Food Orderers can help you do this! During the past month alone, 23% of adults ordered food from a restaurant via browsers, tablets or smartphones! 20% of them have kids aged 13-17 to feed. They are 105% more likely than average adults to attend restaurant week. 42% are ordering on their iPhones. Definitely convince restaurants to provide the click-to-call function because 19.4% of Online Food Orderers have used those links in the past 6 months. And be sure to get them to try a daily deal: 18% purchased at least 4 daily deals (like Groupon or Living Social) in the past 6 months.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.