20% of U.S. Has Never Sent Email

Over the past couple of years I have been lulled into thinking everyone uses the internet and cannot live without email even though my parents use neither. According to the National Association of Realtors something like 80% of people start their search for a home on the internet, but what do the other 60 million Americans do when they are thinking of buying a new home? I wonder what percentage of people don’t read the newspaper, watch the TV ads, read direct mail or glance at billboards?

According to research firm Parks Associates roughly one-fifth of all U.S. households are disconnected from the Internet and have never used e-mail. A recent phone survey of U.S. households by Parks found 20 million households are without Internet access, approximately 18 percent of all U.S. households.

John Barrett, director of research at Parks Associates, stated “Nearly one out of three household heads has never used a computer to create a document.”

Age and education are factors in this divide, Park found. One-half of those who have never used e-mail are over 65, and 56 percent had no schooling beyond high school.

Parks found 7 percent of the 20 million disconnected homes plan to subscribe to an Internet service within the next 12 months. In 2006, Parks found that 29 percent of all U.S. households — 31 million homes — did not have Internet access, citing low perceived value of the Internet.

“Many people just don’t see a reason to use computers and do not associate technology with the needs and demands of their daily lives,” Barrett said.

I am going to dig a bit further into the statistics regarding newspaper readership, radio listening habits and other advertising mediums to see if I might be missing some important marketing trends. Stay tuned.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s