Home  › Stats › Audience/Traffic

Global Internet Adoption Slows While Involvement Deepens

  |  April 3, 2006   |  Comments

Internet adoption remains slow in North America while other countries continue to grow to saturation levels.

The detected slowdown in U.S. Internet adoption may soon become a global slowdown. In "The Face of the Web" annual study from Ipsos Insight, conservative growth was seen in a few key countries.

The most significant stagnation in the uptake of active Internet users was in North America. Regular Internet usage sits at 71 percent in the U.S. and 72 percent in Canada. The percentage of Internet users in North America increased only slightly over the 2005 rate after a growth spurt in 2004. Though the rate of new Internet users is expected to remain stagnant, North America is viewed as an important Internet economy. Adoption of technologies such as Wi-Fi connectivity, RSS feeds, blog authoring and podcasts drive Internet usage and set the pace globally.

Global Internet Usage November December 2005
Click on graphic to view chart
"Generally speaking, the world is growing in the amount of time they spend online and what they do online," said Ipsos Insight Senior Research Manager Adam Wright. "If there was a common denominator, we saw a big spike in the digital music lifestyle across all markets. The story really is that digital music is driving and growing the digital lifestyle across all markets." The highest percentage of Internet users within a population is in Japan where nine out of 10 people (89 percent of the population, or 75 million users) used the Web within 30 days of the survey. Users in Japan average 14 hours online per week.

France experienced the highest rate of increase in Internet users in 2005, with Germany and Russia following close behind.

"In Europe they show a lot more signs of growth, and we think growth will be strong in that region," said Wright, who says in parts of Europe there are incentives through service bundles. "I think the whole triple-play promotional perspective is one of the aspects driving growth in Western Europe."

Data are based on interviews conducted in 12 key global markets with over 6,500 adults, including 3,462 active Internet users.

Global Weekly Internet Usage Time, November-December 2005
Country Mean Number of Hours Online per Week
China 17.9
Japan 13.9
South Korea 12.7
Canada 12.3
U.S. 11.4
Mexico 9.2
France 9.1
Germany 8.9
Brazil 8.8
U.K. 8.6
Russia 5.7
India 4.4
Source: Ipsos, 2006

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Super Saver rates expire this Friday, June 5, so register today and save $500!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Re:New Your Responsive Email Strategies

Re:New Your Responsive Email Strategies
In today's mobile world your customers are constantly on the go and your email needs to be ready for that. Responsive emails need to adapt email content according to customer behavior, and not just respond to device type by changing the email layout. Download this eBook for strategies and examples.

Revenue Rescue: Saving Sales When Shoppers Stray

Revenue Rescue: Saving Sales When Shoppers Stray
Download this new study from Bronto and Demandware and see what more than 100 retailers are doing to rescue customers after they stray away from the product page. See examples, read best practice commentary and learn ways to develop a sound strategy to bring customers back to make that purchase.

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...