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eMarketer Report

US Digital Users: eMarketer's Updated Estimates for 2016

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Executive Summary

Internet use is widespread in the US, with more than eight in 10 people expected to access the internet regularly this year. Though internet penetration won’t see any significant changes through 2020, people will increasingly rely on mobile devices for their internet access.

  • Of the 267.4 million US internet users this year, nearly 79% of them will access the internet regularly via a mobile phone. By 2020, 86% of all US internet users will do so.
  • The number of individuals in the US who only use a mobile phone or tablet to access the internet is growing. eMarketer estimates that roughly 12% of US internet users will exclusively use a mobile device to visit the web in 2016. This mobile-only audience will grow to 42.3 million, or 14.9% of total US internet users, by 2020.
  • In 2016, nearly 64% of the US population will use a smartphone on a regular basis. While annual growth will slow throughout the forecast, the number of smartphone users is expected to swell from 207.2 million in 2016 to over 241 million in 2020. Uptake will be driven mainly by cheaper prices, larger-sized phones and greater adoption by adults ages 55 and older.
  • Social networking remains a highly popular digital activity, with nearly 70% of US internet users expected to use a social network regularly in 2016. Facebook will be the most popular platform, with over 166 million users in 2016, followed by Instagram (67.2 million), Snapchat (58.6 million), Pinterest (54.3 million) and Twitter (52.2 million).

"Nearly one in every 10 US internet users—more than 31 million people—will access the internet exclusively through a mobile device in 2016. By 2020, this mobile-only audience will grow to 42.3 million people, or nearly 15% of US internet users."

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204 charts are included in the full report:

US Digital Users: eMarketer’s Updated Estimates for 2016

US Internet Users and Penetration, by Device, 2015-2020

eMarketer’s Latest Estimates

US Internet Users and Penetration, 2015-2020 (millions, % of population and % change)

Complete Forecast

US Internet Users and Penetration, 2015-2020 (millions, % of population and % change)

US Internet Users and Penetration, by Device, 2015-2020

US Internet Users, by Device, 2015-2020 (millions, % change and % of total internet users)

US Internet Users, by Device, 2015-2020 (millions)

US Internet Users, by Age, 2015-2020 (millions and % change)

US Internet User Penetration, by Age, 2015-2020 (% of population in each group)

US Internet User Share, by Age, 2015-2020 (% of total)

US Internet Users and Penetration, by Gender, 2015-2020

US Adult Internet Users and Penetration, by Gender, 2015-2020

US Child/Teen Internet Users and Penetration, by Gender, 2015-2020

US Internet Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Internet User Penetration, by Race/Ethnicity, 2015-2020 (% of population in each group)

US Internet User Share, by Race/Ethnicity, 2015-2020 (% of total)

US Total Broadband Households and Subscriptions, 2015-2020

Search, Email and Blog Users

US Search Users and Penetration, 2015-2020

US Search Users and Mobile Phone Search Users, 2015 & 2020 (millions)

US Mobile Phone Search Users and Penetration, 2014-2020

US Smartphone Search Users and Penetration, 2014-2020

US Email Users and Penetration, 2015-2020

US Blog Readers and Penetration, 2015-2020

US Bloggers and Penetration, 2015-2020

US Mother Blog Readers, 2015-2020

US Mother Bloggers, 2015-2020

Mobile Phone Users

US Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of population)

US Mobile Phone Users, by Age, 2014-2020 (millions)

US Mobile Phone User Growth, by Age, 2014-2020 (% change)

US Mobile Phone User Share, by Age, 2014-2020 (% of total)

US Mobile Phone User Penetration, by Age, 2014-2020 (% of population in each group)

US Mobile Phone User Metrics, by Gender, 2015-2020

US Mobile Phone Users, by Race/Ethnicity, 2014-2020 (millions)

US Mobile Phone User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Mobile Phone User Penetration, by Race/Ethnicity, 2014-2020 (% of population in each group)

US Mobile Phone User Share, by Race/Ethnicity, 2014-2020 (% of total)

Mobile Phone Internet Users

US Mobile Phone Internet Users and Penetration, 2014-2020

US Mobile Phone Internet Users, by Age, 2015-2020 (millions)

US Mobile Phone Internet User Growth, by Age, 2015-2020 (% change)

US Mobile Phone Internet User Penetration, by Age, 2015-2020 (% of mobile phone users in each group)

US Mobile Phone Internet User Share, by Age, 2014-2020 (% of total)

US Mobile Phone Internet User Metrics, by Gender, 2015-2020

US Mobile Phone Internet Users, by Race/Ethnicity, 2014-2020 (millions)

US Mobile Phone Internet User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Mobile Phone Internet User Penetration, by Race/Ethnicity, 2014-2020 (% of mobile phone users in each group)

US Mobile Phone Internet User Share, by Race/Ethnicity, 2014-2020 (% of total)

Smartphone Users

US Smartphone Users and Penetration, 2014-2020

US Smartphone Users, by Age, 2015-2020 (millions)

US Smartphone User Penetration, by Age, 2014-2020 (% of mobile phone users in each group)

US Smartphone User Share, by Age, 2015-2020 (% of total)

US Smartphone User Metrics, by Gender, 2014-2020

US Smartphone Users, by Race/Ethnicity, 2014-2020 (millions)

US Smartphone User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Smartphone User Penetration, by Race/Ethnicity, 2014-2020 (% of mobile phone users in each group)

US Smartphone User Share, by Race/Ethnicity, 2014-2020 (% of total)

Smartphone Users, by OS

US Smartphone User Share, by OS, 2014-2016 (% of total)

Tablet Users

US Tablet Users and Penetration, 2015-2020 (millions, % of internet users and % of population)

US Tablet Users and Penetration, 2015-2020

US iPad Users and Penetration, 2015-2020

US Tablet Users, by Age, 2015-2020 (millions and % change)

US Tablet User Penetration, by Age, 2015-2020 (% of internet users in each group and % of population in each group)

US Tablet User Share, by Age, 2015-2020 (% of total)

US Tablet Users and Penetration, by Select Generation, 2015-2020

US Tablet User Metrics, by Gender, 2015-2020

US Tablet Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Tablet User Penetration, by Race/Ethnicity, 2015-2020 (% of internet users in each group and % of population in each group)

US Tablet User Share, by Race/Ethnicity, 2015-2020 (% of total)

US Tablet Internet Users and Penetration, 2015-2020 (millions, % change and % of tablet users)

Smartphone and Tablet Users

US Smartphone and Tablet Users, 2015-2020 (millions)

US Dual Smartphone and Tablet Users and Penetration, 2015-2020

US Tablet or Smartphone Users, 2015-2020 (millions)

US Tablet Users Who Do Not Use a Smartphone, 2015-2020 (millions, % change and % of tablet users)

US Smartphone Users Who Do Not Use a Tablet, 2014-2020 (millions, % change and % of smartphone users)

Ereader Users

US Ereader Users and Penetration, 2015-2020

US Ereader Users, by Age, 2015-2020 (millions and % change)

US Ereader User Penetration, by Age, 2015-2020 (% of internet users in each group and % of population in each group)

US Ereader User Share, 2015-2020 (% of total)

US Ereader Users and Penetration, by Select Generation, 2015-2020

US Ereader Users and Penetration, by Gender, 2015-2020

US Ereader Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Ereader User Penetration, by Race/Ethnicity, 2015-2020 (% of internet users in each group and % of population in each group)

US Ereader User Share, by Race/Ethnicity, 2014-2020 (% of total)

Social Network Users

US Social Network Users and Penetration, 2015-2020

US Social Network Users, by Age, 2015-2020 (millions and % change)

US Social Network User Penetration, by Age, 2015-2020 (% of internet users in each group)

US Social Network User Share, by Age, 2015-2020 (% of total)

US Social Network User Metrics, by Gender, 2015-2020

US Social Network Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Social Network User Penetration, by Race/Ethnicity, 2015-2020 (% of internet users in each group)

US Social Network User Share, by Race/Ethnicity, 2015-2020 (% of total)

US Social Network Users and Penetration, by Platform, 2015-2020 (millions, % change and % of population)

US Mobile Phone Social Network Users and Penetration, 2015-2020

US Smartphone Social Network Users and Penetration, 2015-2020

US Tablet Social Network Users and Penetration, 2015-2020

US Social Network Users, by Device, 2015-2020 (millions, % change and % of total social network users)

US Social Network Users, by Device, 2015-2020 (millions)

Facebook Users

US Facebook Users and Penetration, 2015-2020 (millions and % of population)

US Facebook Users and Penetration, 2015-2020

US Facebook Users, by Age, 2015-2020 (millions and % change)

US Facebook User Penetration, by Age, 2015-2020 (% of internet users in each group)

US Facebook User Share, by Age, 2015-2020 (% of total)

US Facebook User Metrics, by Gender, 2015-2020

US Facebook Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Facebook User Penetration, by Race/Ethnicity, 2015-2020 (% of internet users in each group)

US Facebook User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Mobile Phone Facebook Users and Penetration, 2015-2020

US Smartphone Facebook Users and Penetration, 2015-2020

US Tablet Facebook Users and Penetration, 2015-2020 (millions, % change and % of tablet users)

US Facebook Users, by Device, 2015-2020 (millions, % change and % of total Facebook users)

US Facebook Users, by Device, 2015-2020 (millions)

Twitter Users

US Twitter Users and Penetration, 2015-2020

US Twitter Users, by Age, 2015-2020 (millions and % change)

US Twitter User Penetration, by Age, 2015-2020 (% of internet users in each group)

US Twitter User Share, by Age, 2015-2020 (% of total)

US Twitter User Metrics, by Gender, 2015-2020

US Twitter Users, by Race/Ethnicity, 2015-2020 (millions and % change)

US Twitter User Penetration, by Race/Ethnicity, 2015-2020 (% of internet users in each group)

US Twitter User Share, by Race/Ethnicity, 2015-2020 (% of total)

US Mobile Phone Twitter Users and Penetration, 2015-2020

US Smartphone Twitter Users and Penetration, 2015-2020

US Tablet Twitter Users and Penetration, 2015-2020 (millions, % change and % of tablet users)

US Twitter Users, by Device, 2015-2020 (millions, % change and % of total Twitter users)

US Twitter Users, by Device, 2015-2020 (millions)

Instagram Users

US Instagram Users and Penetration, 2015-2020 (millions, % change and % of population)

US Instagram Users and Penetration, 2015-2020

US Instagram Users, by Age, 2015-2020 (millions)

US Instagram User Growth, by Age, 2015-2020 (% change)

US Instagram User Penetration, by Age, 2015-2020 (% of smartphone users in each group)

US Instagram User Penetration, by Age, 2015-2020 (% of social network users in each group)

US Instagram User Share, by Age, 2015-2020 (% of total)

US Adult Instagram Users and Penetration, 2015-2020

US Instagram User Metrics, by Gender, 2015-2020

US Instagram User Growth, by Gender, 2015-2020 (% change)

US Mobile Phone Instagram Users and Penetration, 2015-2020 (millions, % change and % of mobile phone users)

US Smartphone Instagram Users and Penetration, 2015-2020 (millions, % change and % of smartphone users)

Pinterest Users

US Pinterest Users and Penetration, 2015-2020 (millions, % change and % of internet users)

US Pinterest Users and Penetration, 2015-2020

US Pinterest Users, by Age, 2015-2020 (millions and % change)

US Pinterest User Penetration, by Age, 2015-2020 (% of internet users in each group)

US Pinterest User Share, by Age, 2015-2020 (% of total)

US Facebook User Share, by Age, 2015 & 2018 (% of total)

US Pinterest User Metrics, by Gender, 2015-2020

Tumblr Users

US Tumblr Users and Penetration, 2015-2020

US Tumblr Users, by Age, 2015-2020 (millions and % change)

US Tumblr User Penetration, by Age, 2015-2020 (% of internet users in each group)

US Tumblr User Share, by Age, 2015-2020 (% of total)

US Tumblr User Metrics, by Gender, 2015-2020

Digital Video Viewers

US Digital Video Viewers and Penetration, 2015-2020

US Digital Video Viewers, by Age, 2015-2020 (millions and % change)

US Digital Video Viewer Penetration, by Age, 2015-2020 (% of internet users in each group)

US Digital Video Viewer Share, by Age, 2015-2020 (% of total)

US Digital Video Viewers and Penetration, TV vs. Movie, 2015-2020

US Digital TV Viewers, 2015-2020 (millions, % change and % of population)

US Digital TV* and Movie** Viewers and Penetration, 2015-2020

US Mobile Phone Video Viewers and Penetration, 2014-2020

US Smartphone Video Viewers and Penetration, 2014-2020

US Tablet Video Viewers and Penetration, 2015-2020

US Digital Video Viewers, by Device, 2015-2020 (millions, % change and % of total digital video viewers)

US Digital Video Viewers, by Device, 2015-2020 (millions)

Digital Music Listeners

US Monthly Digital Radio Listeners and Penetration, 2015-2020

US Monthly Adult Digital Radio Listeners and Penetration, 2015-2020

US Weekly Digital Radio Listeners and Penetration, 2015-2020

US Weekly Adult Digital Radio Listeners and Penetration, 2015-2020

US Mobile Phone Music Listeners and Penetration, 2014-2020

US Smartphone Music Listeners and Penetration, 2014-2020

US Tablet Music Listeners and Penetration, 2015-2020

Digital Gamers

US Online Console Gamers and Penetration, 2015-2020

US Social Gamers and Penetration, 2015-2020

US Online Casual Gamers and Penetration, 2015-2020

US Mobile Phone Gamers and Penetration, 2014-2020

US Smartphone Gamers and Penetration, 2014-2020

US Tablet Gamers and Penetration, 2015-2020

Millennial Digital Users

US Millennial Internet Users and Penetration, 2014-2020 (millions, % change and % of millennial population)

US Millennial Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of millennial population)

US Millennial Mobile Phone Internet Users and Penetration, 2015-2020 (millions, % change and % of millennial mobile phone users)

US Millennial Smartphone Users and Penetration, 2015-2020 (millions, % change and % of millennial mobile phone users)

US Millennial Social Network Users and Penetration, 2015-2020 (millions, % change and % of millennial internet users)

US Millennial Facebook Users and Penetration, 2015-2020 (millions, % change and % of millennial internet users)

US Millennial Twitter Users and Penetration, 2015-2020 (millions, % change and % of millennial internet users)

US Millennial Instagram Users and Penetration, 2015-2020 (millions, % change and % of millennial smartphone users)

US Millennial Tumblr Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Pinterest Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Digital Video Viewers and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

Gen X Digital Users

US Gen X Internet Users and Penetration, 2014-2020 (millions, % change and % of Gen X population)

US Gen X Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of Gen X population)

US Gen X Mobile Phone Internet Users and Penetration, 2015-2020 (millions, % change and % of Gen X mobile phone users)

US Gen X Smartphone Users and Penetration, 2015-2020 (millions, % change and % of Gen X mobile phone users)

US Gen X Social Network Users and Penetration, 2015-2020 (millions, % change and % of Gen X internet users)

US Gen X Facebook Users and Penetration, 2015-2020 (millions, % change and % of Gen X internet users)

US Gen X Twitter Users and Penetration, 2015-2020 (millions, % change and % of Gen X internet users)

US Gen X Instagram Users and Penetration, 2015-2020 (millions, % change and % of Gen X smartphone users)

US Gen X Tumblr Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Pinterest Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Digital Video Viewers and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

Baby Boomer Digital Users

US Baby Boomer Internet Users and Penetration, 2015-2020 (millions, % change and % of baby boomer population)

US Baby Boomer Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of baby boomer population)

US Baby Boomer Mobile Phone Internet Users and Penetration, 2014-2020 (millions, % change and % of baby boomer mobile phone users)

US Baby Boomer Smartphone Users and Penetration, 2015-2020 (millions, % change and % of baby boomer mobile phone users)

US Baby Boomer Digital Video Viewers and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Social Network Users and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Facebook Users and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Twitter Users and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Instagram Users and Penetration, 2015-2020 (millions, % change and % of baby boomer smartphone users)

US Baby Boomer Tumblr Users and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Pinterest Users and Penetration, 2015-2020 (millions, % change and % of baby boomer internet users)