Online Penetration Rate In The US Has Stabilized At 79%
December 20, 2012
While online penetration in the US has begun to level out, the frequency and depth of usage continue to grow, according to the largest annual survey of Americans' technology adoption and behaviors by Forrester Research. "The State Of Consumers And Technology: Benchmark 2012, US" report is a graphical analysis of Forrester's North American Technographics® Online Benchmark Survey of nearly 60,000 consumers in both the US and Canada. Now in its 15th year, the study is the largest and longest-running survey of consumers and technology in the world.
The new report reveals that, for the first time, the percentage of US adults who go online is unchanged: 79% of US adults went online on a monthly basis in 2012, just like in 2011. But while the percentage of adults going online remains the same, Forrester's analysis shows that more consumers go online on a daily basis, and they connect on more devices in 2011. By the numbers:
- In 2011, 78% of adults went online daily; this year 84% did.
- Today, half of online adults own a smartphone, and two-thirds own multiple connected devices.
- Tablet adoption has more than doubled since 2011 to reach 19%.
- More than four out of ten adults access the Internet on their TV.
"US smartphone owners use their device almost everywhere," writes analyst and report author Gina Sverdlov in a new blog post. "They aren't just connecting at home but wherever they go; in fact, they're more likely to access the Internet on their phone in a store than in their own kitchen."
The full report provides an overview of how different generations use technology inside and outside the home and how they engage with people and brands online. For more information, visit the Forrester blog here.
About Forrester Research
Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 17 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit http://www.forrester.com/.