Internet Adoption: The Long Tail at Work

• Posted: Friday, December 15, 2006
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• Author: pradhana
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• Filed under: Internet Users, Market Survey

The saturation point has yet to be reached.

By Ben Macklin - Senior Analyst

Despite the fact that the Internet has been widely available for over a decade in most developed countries, recent data from Nielsen//NetRatings show that there continue to be new converts to the technology. Active at-home Internet users in the US grew 3.1% between October 2005 and October 2006, reaching 146.5 million. Countries such as France and Spain recorded growth of over 20% in the same period, while there was a strange drop in the number of Internet users in Italy.

Early in the new year, eMarketer will re-examine its global Internet user forecasts, but it is useful now to revisit the definition of an "Internet user." Nielsen//NetRatings, which claims to measure 70% of the world's Internet population, always publishes two figures when assessing the size of the Internet audience in a country. One figure represents the total digital media audience and the other represents the active digital media audience. The former (larger) measure could be said to represent the number of people with Internet access (usually at home and work), while the latter (smaller) measure represents those who have Internet access and use it regularly.

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