US Internet User Update - eMarketer
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US Internet User Update

Lisa E. Phillips, Senior Analyst

October 23, 2008 | Advertising & Marketing

The Internet has long been a mass medium in the US, but it just got a little more massive.

eMarketer estimates that 63.4% of the US population uses the Web at least once per month, and that nearly seven out of 10 Americans will do so by 2013.

US Internet Users and Penetration, 2007-2013 (millions and % of population)

Since January, several companies have published their own projections of Internet users. The differences are significant: Estimates range from 164 million by Nielsen Online to 217 million by J.P. Morgan.

Comparative Estimates: US Internet Users, 2007-2013 (millions)

The differences are directly attributable to methodologies and definitions used. eMarketer defines an Internet user as any person who accesses the Internet from any location—home, work, school, a wireless hot spot, etc.—at least once per month. That is, a minimum of 12 times per year.

To make an apples-to-apples comparison, eMarketer calculated adult Internet users, 18 and older, and compared the number with data provided by comScore and Nielsen. Both firms’ figures are for August 2008.

Comparative Estimates: US Adult Internet Users, 2007 & 2008 (millions)

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