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US Internet User Update


Lisa E. Phillips, Senior Analyst

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.

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.

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.

Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today.

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