Here's an interesting bit of consumer research that I wanted to pass along that we pulled from Ad-Ology, one of the research services we subscribe to. These numbers are interesting, and they pose a lot of both challenges and opportunities to internet service providers and other companies associated with consumer internet use.
It seems that everyone is online these days - make that almost everyone. Parks Associates' recent study indicates that almost 1/3 of US homes, 29% aren't online. Contrary to popular belief, cost is not the issue. Here's why these US consumers say they don't want an Internet connection:
Not interested in what's online 44%
Not sure how to use the Internet 17%
Have Internet access at work 14%
Can't afford computer 14%
Can't afford service 8%
Not available for my home 3%
Whether you're working with computer software firms or training companies, the 17% of offline users who don't know how to access the Internet comprise market potential. And the consumers who say they're not interested in being online might be convinced otherwise by the right marketing campaign. The study indicates that 34% of consumers at the end of 2005 noted they had no interest in being online. Clearly, 5% were persuaded to change their minds as that number now stands at 29%.
Parks Associates research also indicates that broadband Internet users became the majority (52% of total user base) for the first time in 2006 and 4% of consumers plan to migrate from dial-up access to broadband access in the near future and an additional 2% of consumers intend to sign up for online service.
More juicy research coming at you later!
Garret
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