Key features of the Internet audience include:
• The number of users online in the United States. In 2013, the total is around 243 million.
• Intensity and scope of use. Both are increasing, with over 80% of adult users in the United States logging on in a typical day and engaging in a wider set of activities.
• Demographics and access. Although the Internet population is growing increasingly diverse, some demographic groups have much higher percentages of online usage, and different patterns of usage exist across various groups.
• Lifestyle impacts. Intensive Internet use may cause a decline in traditional social activities. The social development of children who use the Internet intensively instead of engaging in face-to-face interactions or undirected play out of doors may also be negatively impacted.
• Media choices. The more time individuals spend using the Internet, the less time they spend using traditional media.
• The number of users online in the United States. In 2013, the total is around 243 million.
• Intensity and scope of use. Both are increasing, with over 80% of adult users in the United States logging on in a typical day and engaging in a wider set of activities.
• Demographics and access. Although the Internet population is growing increasingly diverse, some demographic groups have much higher percentages of online usage, and different patterns of usage exist across various groups.
• Lifestyle impacts. Intensive Internet use may cause a decline in traditional social activities. The social development of children who use the Internet intensively instead of engaging in face-to-face interactions or undirected play out of doors may also be negatively impacted.
• Media choices. The more time individuals spend using the Internet, the less time they spend using traditional media.
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