US Digital Users: eMarketer's Estimates for 2018 - eMarketer
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US Digital Users: eMarketer's Estimates for 2018

eMarketer Report

By: eMarketer

Published: March 07, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Nearly 280 million people, or 85.0% of the US population, will go online at least once a month in 2018. With smartphone adoption slowing, growth is expected to be less than 2% this year and remain low throughout the forecast period. The biggest shifts occurring among the US digital audience are no longer device-related, but rather, based on activities.

  • At this point, just about everyone who wants a smartphone already has one. User growth will rise just 4.2% in 2018 to 229.2 million people. Seniors ages 65 and older will be the only audience to experience double-digit percentage growth of smartphones this year.
  • Approximately 83.0% of internet users will use a mobile phone to go online. Desktops/laptops are still widely used, as 84.0% of digital users are expected to use them to visit the web this year. Meanwhile, 16.0% will exclusively use a mobile device for internet access.
  • Digital video viewing remains the most popular digital media activity among US internet users, as nearly 82% will watch this type of content regularly in 2018. Digital audio listening and social networking will be close behind, at 72.0% and 71.2% of internet users. Digital gaming will trail with 57.5% of internet users.
  • The number of US tablet users will grow 2.3% to 171.0 million in 2018. Though that audience is less likely to use tablets for audio listening and social networking, gaming and video viewing haven’t suffered similar declines.

"Nearly 45 million US internet users—or 16% of them—will go online exclusively via mobile devices in 2018. As internet users shift toward relying on mobile devices, the mobile-only audience will grow to 55.7 million (nearly 19%) by 2022."

Table of Contents

Internet Users

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Mobile Phone and Smartphone Users

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Tablet Users

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Social Network Users

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Digital Video Viewers

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Digital Audio Listeners

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Digital Gamers

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9 charts are included in the full report:

US Digital Users: eMarketer’s Estimates for 2018

US Internet Users, by Device, 2016-2022 (millions)

Internet Users

US Internet Users and Penetration, 2016-2022 (millions, % change and % of population)

Mobile Phone and Smartphone Users

US Mobile Phone Internet Users and Penetration, 2016-2022 (millions, % of population and % of mobile phone users)

Mobile Phone and Smartphone Users by Demographic

US Smartphone User Penetration, by Age, 2016-2022 (% of population in each group)

Tablet Users

US Tablet Users and Penetration, 2016-2022 (millions, % of internet users and % of population)

Social Network Users

US Social Network Users and Penetration, 2016-2022

Digital Video Viewers

US Digital Video Viewers and Penetration, 2016-2022

Digital Audio Listeners

US Digital Audio Listeners and Penetration, by Device, 2016-2022 (millions and % of digital audio listeners)

Digital Gamers

US Digital Gamers and Penetration, by Gamer Type, 2016-2022 (millions and % of digital gamers)