• by Jack Loechner , Staff Writer @mp_research, January 14, 2009

According to a recent Gallop Poll, Americans' frequent use of the Internet has almost doubled over the last five years; 48% now report using the Internet more than one hour per day compared to 26% in 2002. Post-graduates, those making more than $75,000 per year, and those under age 30 are the most frequent users of the Internet, with more than 6 out of 10 in each group saying they use the Internet more than one hour per day.

Consumers Using Internet More Than One Hour Per Day
	% Using More Than 1 Hour/Day
January, 2003	26%
January, 2004	27
January, 2005	32
January, 2006	33
January, 2007	37
January, 2008	43
December, 2008	48
Source: Gallop Poll, December 4-7, 2008

The least educated, least affluent, and oldest Americans are those who least often use the Internet, with about one-third or fewer in each group saying they use the Internet more than one hour per day. Smaller gaps exist between men and women, and the employed versus the non-working.

Frequent (More Than One Hour Per Day) Use of The Internet
Demographic Group	% Using More Than 1hr. A Day
Post graduates	68%
Income ≥ $75K	63
Age 18-29	62
Age 30-49	54
Employed	53
Men	53
Some college	52
College grad	51
Income $30-75K	49
Unmarried	48
All adults (U.S.)	48
Non working	41
≤ Highschool	34
Income < $30K	33
Age 65+	23
Source: Gallop Poll, December 4-7, 2008

Among these demographic groups, several posted gains in frequent Internet use in the past year (more than one hour per day) significantly greater than the five percentage point gain measured among adults nationwide. The five groups posting double-digit gains are:

• Those making less than $30,000 per year
• Those who are not working
• Those who are unmarried
• Those who are under age 30
• Those with post graduate educations

Men and those 65 and older round out the groups posting gains greater than the national average. The gains among men are particularly interesting when compared to the negligible change among women. Further, college graduates, those aged 30-49 years, and those making $75,000 or more per year were actually slightly less likely than one year ago to report using the Internet more than one hour per day.

The report concludes that Americans are using the Internet more frequently than ever. While the most educated, most affluent, and youngest Americans are those more likely to say they use the Internet more than one hour per day, the less affluent, non-working, and unmarried are increasing their usage at noteworthy rates.

And the author suggests that "... business leaders -- and advertisers in particular -- will be well-served to keep these burgeoning trends in mind. While targeting content toward the most educated, most affluent, and youngest Americans may be an effective strategy today, the growth evident among their counterparts at the other end of the spectrum suggests new strategies may be needed to cater to the frequent Internet users of tomorrow."

Time Personally Spent On Internet (% of Respondents)
	> 1Hour	≤ 1Hour	A Few Times/Week	A Few Times/Month or Less	Never
All U.S. Adults	48%	17%	12%	5%	18%
By Gender
Men	53	15	11	5	15
Women	42	19	12	6	20
By Age
18-29	62	12	17	6	3
30-49	54	21	12	7	6
50-64	45	19	13	3	20
65+	23	15	5	5	52
By Annual Income
≥ $75,000	63	21	11	1	4
$30-75,000	49	19	13	5	14
< $30,000	32	13	11	10	33
By Education
Post grads	68	19	7	2	4
College grads	51	26	10	4	8
Some college	52	18	12	5	13
≤ High school	34	12	14	7	32
Source: Gallop Poll, December 4-7, 2008

For more information and additional charts, please visit here.