by: Aaron Abbott on | Prominent Placement
For the 10th year in a row, my alma mater has conducted a study called "Surveying the Digital Future." This project, from the University of Southern California's Annenberg School for Communication & Journalism, is the longest continuing study of its kind and the first to develop a longitudinal survey of the views and behaviors of Internet users and non-users. What's relevant to marketers?
- 82% of Americans use the Internet.
- Internet users browse the web (79%), use online banking (47%), get product information (46%), visit social networking sites (46%), play games (39%), download or watch videos (39%), download or listen to music (38%), listen to online radio (22%) and pay bills (22%).
- 44% of folks visit social networking or video sharing sites at least once a day or more, up from 36% last year.
- People spend more time each week going online for non-sports news than any other type of media, online or offline.
- The number of text messages sent by cell phone users has increased more than 300% in only four years, and has now reached an average of 48 per day - up from 38 per day last year. Texting is even more prevalent among those under 18, who now average 104 messages a day (up from 81 in the previous study).
- 68% of adult Internet users buy online, an all-time high for this study. Even larger percentages continue to use the web as a reference service before purchasing locally.