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Executive Summary: Theres no question that the internet has reached mass media status in the US. eMarketer estimates more than three-quarters of the total population will be online by 2012, and the majority of that group is doing much more than just email or search.
135520
UP 62.8%
54.8M
2012 2011
About two-thirds of web users, for example, will use social networks next year, and more than 90% of that group can be found on Facebook. As social networking overall and Facebook usage in particular begin to plateau, smaller sitesincluding Twitterare experiencing faster growth. Whether they can build up user bases to the hundreds of millions will help determine their value for marketers. Audience size is also growing more quickly for professional online video content, such as TV shows and movies, as web users turn to over-the-top solutions to watch online content on TV sets in addition to their desktops, laptops, tablets and, increasingly, mobile phones. Smartphone uptake and, in turn, mobile internet uptake, have facilitated more advanced mobile activities beyond video as well, including mobile shopping and buying, mobile gaming and more. As audiences consume more content on more devices and platforms, the chances for marketer interaction likewise increase as brands facilitate new experiences and activities for a mass digital population. Key Questions
How
33.7M
Mobile Internet Users, 2011 & 2012
UP 17.1%
113.9M
2012
97.3M
2011
Source: eMarketer, 2011
135520 www.eMarketer.com
quickly will the audiences for various digital media devices and platforms grow in 2012? many mobile users will take up smartphones and the mobile weband use them to shop and buy? many internet users will begin turning to the web for professional, long-form video content next year?
How
How
Digital Intelligence
239.0M
up 3.1% from 2011
Internet Users
The world's leading social network will reach 143.4 million US users in 2012, up from 132.5 million this year.
157.8M
up 6.8% from 2011
Facebook Users
143.4M
up 8.2% from 2011
Twitter
Twitter will enjoy even higher growth, albeit from a small base. eMarketer estimates that more than 24 million online adults will use the service next year, representing 10% of the overall adult population.
US Digital Media Usage: A Snapshot of 2012
24.1M
Copyright 2011 eMarketer, Inc. All rights reserved.
Ecommerce
88.1% of US internet users ages 14 and up will browse or research products online in 2012, and 83.9% of that group will make at least one purchase via the web during the year.
Online Shoppers
184.3M
up 3.3% from 2011
Online Buyers
up 4.4% from 2011
154.6M
Social Gamers
68.7M
Online Gaming
Online gaming is a mass activity, with 93.7 million US internet users expected to play casual online games via a web browser at least once per month next year. Many of those gamers will focus on social games played on sites like Facebook, where user growth will increase by double digits. Online console gaming will also inch up, but the real growth area is on mobile devices, where 82.5 million Americans will play games in 2012.
93.7M 40.1M
US Digital Media Usage: A Snapshot of 2012
Mobile Gamers
82.5M
Copyright 2011 eMarketer, Inc. All rights reserved.
113.9M
of smartphone users are mobile internet users
94%
Smartphone Users
106.7M
up 18.4% from 2011
242.6M
up 2.3% from 2011
72.8M
Mobile Buyers
Mobile Shoppers
37.5M
Smartphone Shoppers
68.6M
Smartphone Buyers
36.4M
US Digital Media Usage: A Snapshot of 2012
Copyright 2011 eMarketer, Inc. All rights reserved.
169.3M
54.6M
17.3% of population 22.5% of mobile phone users 32.2% of online video viewers up 21.1% from 2011
51.2M
16.2% of population 48.0% of smartphone users 93.9% of mobile video viewers up 26.3% from 2011
59.8M
24.9% of adult population 31.0% of adult internet users 44.3% of adult online video viewers up 27.4% from 2011
73.3M
30.5% of adult population 38.0% of adult internet users 54.3% of adult online video viewers up 18.3% from 2011
76 of .
In 20 12
Tablet Users
54.8M
iPad Users
41.9M
Ereaders, more dedicated devices with limited media consumption capabilities, will have a similar reach among adult internet users (23.7%) as usage increases 37.2% over 2011.
45.6M
33
in
up
19.0% of adult population 23.7% of adult internet users up 37.2% from 2011
20 11
.3
fro
Online
are portable electronic devices designed primarily for purchasing, reading and storing digital versions of content such as books or periodicals. Examples include Amazon Kindle, Barnes & Noble NOOK and Sony Reader. users (adult) are individuals ages 18+ who use an ereader device at least once per month. users are internet users who access their Facebook account via any device at least once per month. users are individuals of any age who use the internet from any location via any device at least once per month. users are individuals of any age who use an iPad at least once per month. buyers are mobile phone users who have used their mobile phone to make at least one purchase via a web browser or mobile app within the past year. gamers are mobile phone users of any age who play games on mobile phones at least once per month; excludes pre-installed games on feature phones; excludes tablets. internet users are mobile phone users of any age who access the internet from a mobile browser or an installed application at least once per month; excludes SMS, MMS and IM. phone users are individuals of any age who own at least one mobile phone and use the phone(s) at least once per month. shoppers are mobile phone users who have used their mobile phone to browse, research or compare products via a web browser or mobile app within the past year, but have not necessarily made a purchase via mobile phone. video viewers are individuals of any age who watch video content on mobile phones through a mobile browser, subscription, download or application at least once per month. buyers are internet users ages 14+ who have made at least one purchase online within the past year. casual gamers are internet users of any age who play games via web browser at least once per month on a desktop or laptop computer; includes social games. console gamers are individuals of any age who play games online through a gaming console at least once per month. movie viewers (adult) are internet users ages 18+ who watch movies online at least once per month.
shoppers are internet users ages 14+ who have browsed, researched or compared products online within the past year, but have not necessarily bought online. TV viewers (adult) are internet users ages 18+ who watch TV shows online at least once per month. video viewers are internet users who watch video content online via any device at least once per month. are any voice handset with an advanced operating system (e.g., iPhone, Android, BlackBerry, Windows Mobile, etc.) and features/capabilities that resemble a PC. buyers are smartphone users who have used their smartphone to make at least one purchase via a web browser or mobile app within the past year. shoppers are smartphone users who have used their smartphone to browse, research or compare products via a web browser or mobile app within the past year, but have not necessarily made a purchase via smartphone. users are individuals of any age who use a smartphone at least once per month. video viewers are individuals of any age who watch video content on smartphones through a mobile browser, subscription, download or application at least once per month. gamers are social network users who play games on a social network site at least once per month. network sites are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. network users are internet users who use a social network site via any device at least once per month. are devices with a touchscreen interface, screen sizes ranging from 5 to 12 inches, color displays, Wi-Fi and/or 3G internet connectivity, and advanced operating systems such as Apple iOS, Google Android, Windows 7 and BlackBerry. Examples include the Apple iPad, Samsung Galaxy Tab, Dell Streak, Amazon Kindle Fire and ViewSonic ViewPad. users are individuals of any age who use a tablet at least once per month. users (adult) are internet users ages 18+ who access their Twitter account via any device at least once per month.
Online
Ereader
Online
Smartphones
Internet
Smartphone
iPad
Mobile
Smartphone
Mobile
Smartphone
Mobile
Smartphone
Mobile
Social
Mobile
Social
Social
Mobile
Tablets
Online
Online
Tablet
Online
Online
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