Change is taking place within the U.S. Internet population on many levels. The average age of Internet users is rising in tandem with that of the general population, for example, and racial and ethnic characteristics are more closely mirroring those in the offline population.
In 2010, 221 million people in the U.S. will be online, about 71 percent of the total population. Their numbers will continue to grow, reaching 250 million in 2014 — more than 77 percent of the population, per eMarketer.
Marketers already know they are navigating a dynamic digital landscape in 2010. In five years, the results of some demographic shifts now taking place will become more evident.
Internet users will be older, and many will have lower levels of education and annual income. One thing is certain: They will be more diverse racially and ethnically and expect marketing messages to appeal to them.