Not surprisingly, young singles and couples are the most connected, with 87% online. Young singles/couples are also more likely to access the Internet on their phones, with 55% reporting that they do.
Also, while the average American spends slightly less than eight hours a week on the Internet for personal or work purposes, young singles and couples spend nearly 10 hours per week on these new media activities.
While I was talking to Scott Schneider, EVP and MD of Ruder Finn Innovation Studios, he told me the agency really looks at consumers' Internet usage less in terms of time spent and more in terms of intent.
"We know that among the young demographic people are going online to socialize more and more," he told PRWeek. "We're trying to look at the intent of the target. It's OK for us that the younger demographic is online more because what we're really interested in is their intent and what are they trying to do online."
Meanwhile families—both young (parents under 40) and old (parents over 40)—are adopters of technology and overindex when it comes to owning various devices. For example, 76% of young families own a video game console, compared to 72% of older families, 52% of young singles/couples, and 20% of older singles/couples.
The study surveyed 40,545 US-based heads of household and 47,946 US-based adults over the age of 18.
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