Since online advertising was first sold in 1994, the number of new users coming online has grown exponentially. Many of us have spent this time jumping through hoops to prove the media’s worth and chiseling away dollars from a variety of recognized and trusted offline vehicles, such as TV, print, and radio.
At one point or another, buyers and sellers alike have used the good ol’ penetration-curve slide. You know the one. It explains how online has grown so fast that in only 5 years its audience reached the size that it had taken TV 50 to attain. Well, that’s all changed now.
A Harris Poll report from an October 2001 survey recently passed my desk. The researchers surveyed 2,000 adult respondents by phone. Before I share the stats with you, the key takeaway is this: Internet penetration is flat. Gulp.
According to the poll, there are 127 million adults (18+) online. Additional findings include:
- The population of adults accessing the Internet from home, work, or elsewhere has remained virtually unchanged at 64 percent for the last year.
- This number grew from 9 percent in 1995.
- The rapid growth of the Net appears to have stopped after the crash of Internet stocks on the Nasdaq.
The research is based on adults accessing the Internet over the past six years. The breakout is as follows:
|2001||All Online||Online at Home||Online at Work||Online Elsewhere|