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Twenty-one percent of America’s adult population is a big market — an audience marketers would be unlikely to shun. But perhaps they overlook it as they seek to exploit the latest iterations of the Internet. Odd as it may seem to the Web-obsessed, a report issued this month by the Pew Research Center’s Internet & American Life Project says 21 percent of U.S. adults don’t use the Internet at all.
Among respondents to the poll (conducted in April and May) who identified themselves as online abstainers, just 10 percent said they’d like to start using the Internet or e-mail in the future — a figure Pew says is largely unchanged since the organization began polling on this topic in 2002.
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