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Three Out of Four Americans Have Access to the
Internet, According to Nielsen//NetRatings
NEW YORK, March 18 /PRNewswire-FirstCall/ -- Nielsen//NetRatings, the
global standard for Internet audience measurement and analysis,
reports that nearly 75 percent or 204.3 million Americans have access
to the Internet from home (see Table 1). In comparison, Internet
access penetration hovered around 66 percent in February 2003, rising
nine percentage points year-over-year.
"In just a handful of years, online access has managed to gain the type of traction that took other mediums decades to achieve," said Kenneth Cassar, director of strategic analysis, Nielsen//NetRatings. Table 1: Nielsen//NetRatings Internet Access Penetration (U.S., Home)
Persons with Web Total Persons in Internet
Access (000) U.S. (000)* Penetration %**
Population (Ages 2+) 204,307 272,810 74.9%
Source: Nielsen//NetRatings Enumeration Study, February 2004
* Total persons in the U.S. is based on the 2000 U.S. Census.
** Internet access penetration is defined as the percent of people who
have access to the Internet, though not necessarily logging online
during a specific timeframe.
Online American Demographics Nielsen//NetRatings reports that women represent a higher proportion of Web surfers, with eighty-two percent or 34.6 million women between the ages of 35-54 accessing the Internet at home. Men in this age group posted an 80 percent access penetration rate, accounting for nearly 32.4 million surfers (see Table 2). Seventy-seven percent of females in the 25-34 age group are Web surfers, while 75.6 percent of males in this age bracket have Internet access. "Women make the majority of purchases and household decisions, so it's no surprise that they are utilizing the Internet as a tool for daily living," said Cassar. Table 2: Nielsen//NetRatings Internet Access Penetration (U.S., Home)
Persons with Web Total Persons Internet
Age/Gender Group access (000) in U.S.* Penetration %**
Females 35-54 34,614 42,350 81.70%
Males 35-54 32,388 40,370 80.20%
Females 25-34 14,114 18,340 77.00%
Males 25-34 13,859 18,320 75.60%
M / F 2 - 17 49,078 63,270 77.60%
M / F 18 - 24 20,177 26,900 75.00%
M / F 55+ 40,077 63,260 63.40%
Total 204,307 272,810 74.90%
Source: Nielsen//NetRatings Enumeration Study, February 2004
* Total persons in the U.S. is based on the 2000 U.S. Census.
** Internet access penetration is defined as the percent of people who
have access to the Internet, though not necessarily logging online
during a specific timeframe.
Internet access penetration rates are based on the Nielsen//NetRatings February 2004 monthly enumeration study, collected through random-digit dial phone survey. Internet access penetration is defined as the percent of people who have access to the Internet, but not necessarily logging online during a specific timeframe. Nielsen//NetRatings reports February 2004 data for the Top Sites by Parent Company and Top Brands. In addition, Nielsen//NetRatings reveals the Top Advertisers by Company for February 2004. Nielsen//NetRatings Top 10 Web Sites by Parent Company and
Top 10 Web Sites By Brand
Month of February 2004
Table 1. Top 10 Parent Companies, Table 2. Top 10 Brands,
Combined Home & Work Combined Home & Work
Unique Time Per Unique Time Per
Parent Audience Person Brand Audience Person
(000) (hh:mm:ss) (000) (hh:mm:ss)
1. Microsoft 109,712 2:07:54 1. MSN 95,218 1:50:55
2. Time Warner 97,602 5:15:29 2. Microsoft 92,542 0:37:26
3. Yahoo! 94,678 2:40:55 3. Yahoo! 92,222 2:44:15
4. Google 61,798 0:30:25 4. AOL 71,968 6:20:34
5. eBay 58,639 1:39:57 5. Google 61,290 0:30:17
6. United States 6. eBay 57,287 1:36:13
Government 53,213 0:29:59 7. Real 36,337 0:36:30
7. RealNetworks 36,587 0:38:53 8. Amazon 33,385 0:16:58
8. Amazon 36,391 0:18:51 9. Lycos
9 InterActiveCorp 34,785 0:26:08 Network 30,943 0:09:54
10. Terra Lycos 32,134 0:10:06 10. MapQuest 28,383 0:10:35
Example: The data indicates that 32.1 million home and work Internet users visited at least one of the Terra Lycos-owned sites or launched a Terra Lycos-owned application during the month, and each person spent, on average, a total of 10 minutes and 6 seconds at one or more of their sites or applications. A parent company is defined as a consolidation of multiple domains and URLs owned by a single entity. A brand is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content. Reach is a measure of the unduplicated audience that visits a property. The data is expressed as the percentage of the total universe of Internet users who logged onto the Internet at least once during the reporting period. Nielsen//NetRatings AdRelevance Top 10 Advertisers
Month of February 2004
Top advertisers, ranked by impressions, are based on data from AdRelevance, Nielsen//NetRatings' advertising research service. An impression is counted as the number of times an ad is rendered for viewing. Top 10 Advertisers by Company
Advertiser* Impressions (000)
Netflix, Inc. 3,139,768
InterActiveCorp 1,995,716
Classmates Online, Inc. 1,722,220
LowerMyBills.com, Inc. 1,675,000
AT&T Wireless Services, Inc. 1,643,114
Ameritrade Holding Corporation 1,598,834
SBC Communications, Inc. 1,475,854
Ameriquest Mortgage Company 1,448,639
Dell Computer Corporation 1,429,328
Weight Watchers International, Inc. 1,329,383
* Impressions reported exclude house ads, which are ads that run on an
advertiser's own Web property.
Example: An estimated 1.3 billion Weight Watchers International, Inc. advertisements were rendered for viewing during the surfing period. About Nielsen//NetRatings Nielsen//NetRatings is the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence with its NetView, AdRelevance, @Plan, WebRF, LemonAd, MegaPanel and SiteCensus services. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For more information, please visit www.nielsen-netratings.com. Editor's Note: Please source all data to Nielsen//NetRatings.
CONTACT: Grace Kim of NetRatings, Inc., +1-408-941-2932.
Source: Nielsen//NetRatings |
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