e marketer us_internet_users_2013-solid_saturated_market_for_web_search_and_email

Copyright ©2013 eMarketer, Inc. All rights reserved.

US Internet Users 2

US Email Users 6

US Search Users 7

Related eMarketer Reports 7

February 2013

Executive Summary: Internet usage is ubiquitous in the US; three out of four people of all ages will be internet users in 2013, and nearly everyone who will use the internet will already do so. eMarketer estimates that between 2013 and 2017 the number of internet users will average percentage gains just below 2%, equating to less than 20 million new users. 151466

Email and search engine usage, two of the most common digital activities, have also reached saturation among internet users. For the vast majority of internet users, email and search are basic functions that are necessary to efficiently use the web—and navigate daily life—unlike other digital activities such as social networking, video viewing or gaming. Nine out of 10 adults who go online via a PC or mobile device will use search and email at least once a month this year. Nearly all growth for email and search engine users will come from new internet users. Though gains in user numbers are small, mobile internet is driving higher frequency of both email and search engine access.

This report highlights eMarketer’s forecast for US internet, email and search engine users through 2017. The projections for internet users include breakouts by race and ethnicity, age and gender.

millions, % of population and % changeUS Internet Users and Penetration, 2012-2017

2012

237.7

75.7%

2.8%

2013

243.4

76.9%

2.4%

2014

248.8

78.0%

2.2%

2015

254.2

79.1%

2.2%

2016

258.3

79.8%

1.6%

2017

262.1

80.3%

1.5%

Internet users % of population % change

Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, Feb 2013151466 www.eMarketer.com

Alison McCarthy [email protected]

Contributors Ludovica Ferme, Monica Peart, Martín Utreras, Haixia Wang

US Internet Users 2013: Solid, Saturated Market for Web, Search and Email

US Internet Users 2013: Solid, Saturated Market for Web, Search and Email Copyright ©2013 eMarketer, Inc. All rights reserved. 2

US Internet Users

Internet use has reached saturation in the US. eMarketer forecasts that 243.4 million people, or 76.9% of the US population, will use the internet via any device at least once per month in 2013. Growth of US internet users, which will come in at 2.4% this year, will slow throughout the forecast period and drop to 1.5% by 2017. Though eMarketer does not expect there to be a wealth of new users throughout the forecast period, access from smartphones and tablets will drive increased usage frequency.

millions, % of population and % changeUS Internet Users and Penetration, 2012-2017

2012

237.7

75.7%

2.8%

2013

243.4

76.9%

2.4%

2014

248.8

78.0%

2.2%

2015

254.2

79.1%

2.2%

2016

258.3

79.8%

1.6%

2017

262.1

80.3%

1.5%

Internet users % of population % change

Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, Feb 2013151466 www.eMarketer.com

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US internet users are a relatively mature group, but there is still a degree of variation among forecasters’ estimates of the group’s size. While eMarketer defines internet users as individuals of any age who use the internet from any location via any device at least once per month, other sources with lower projections base their estimates on more limited audience segments and access points.

Comparative Estimates: US Internet Users andPenetration, 2011-2015

Internet users (millions)

eMarketer, Feb 2013 (1)

Jefferies, Sep 2012

Arbitron and Edison Research,April 2012 (2)

comScore Media Metrix,May 2012 (3)

Nielsen, April 2012 (4)

BCG, April 2012

Internet penetration (% of population)

eMarketer, Feb 2013 (1)

Arbitron and Edison Research,April 2012 (2)

Allstate, June 2012 (5)

Pew Internet & American LifeProject, Feb 2013 (6)

AméricaEconomía, Oct 2012ITU, July 2012

2011

231.9-

-

220.4

-

245.0

--

-82.0%

78.4%77.9%

2012

237.7245.2

224.0

221.7

212.6

-

75.7%85.0%

82.0%81.0%

--

2013

243.4-

-

-

-

-

76.9%-

--

--

2014

248.8-

-

-

-

-

78.0%-

--

--

2015

254.2-

-

-

-

269.0

79.1%-

--

--

Note: (1) individuals of any age who use the internet from any location viaany device at least once per month; (2) ages 12+; (3) home, work anduniversity locations; data is for April of each year; (4) active users; data isfor March; (5) ages 18+; use at least occasionally; (6) ages 18+Source: eMarketer, Feb 2013; various, as noted, 2012 & 2013152202 www.eMarketer.com

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Forecasters projecting higher estimates of internet users as a percentage of the US population are similarly based on a more limited population. While eMarketer counts users of any age—and young children are relatively unlikely to go online—other firms that look only at older populations naturally calculate higher penetration rates.

US Broadband Households and Subscriptions

Like internet users, fixed broadband households and subscriptions have also reached a saturation point. eMarketer estimates that there will be 84.5 million homes with fixed high-speed internet access this year and 91.8 million broadband subscriptions coming from households and businesses. By 2017, broadband subscribers are expected to climb to just under 100 million. Growth of both broadband households and subscriptions will slow steadily as the market approaches maturity. Between 2012 and 2016, annual growth for wired broadband in the US will be between 2% and 3%, coming in slightly above US internet user growth. Cable companies will attract the majority of these new subscribers. eMarketer expects telephone companies to add fiber subscribers but lose DSL subscribers throughout the forecast period.


US Fixed Broadband Households and Subscriptions,2012-2017

Households (millions)—% change

—Household penetration

Subscriptions (millions)—% change

2012

82.23.1%

68.8%

89.62.8%

2013

84.52.8%

70.3%

91.82.5%

2014

86.62.5%

71.6%

93.92.3%

2015

88.62.3%

72.8%

95.92.1%

2016

90.52.2%

74.0%

97.82.0%

2017

92.42.1%

75.1%

99.71.9%

Note: includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludesmobileSource: eMarketer, Feb 2013151492 www.eMarketer.com

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The maturity of fixed broadband has contributed to a high degree of consensus among research firms. Sources agree that the number of fixed broadband households in the US is rising slowly—totaling approximately 80 million for both 2011 and 2012. Slightly lower estimates from the Federal Communications Commission are due to a smaller base of total US households. GroupM has historically estimated a slightly higher number for broadband households than other sources, a trend that continues through its most recent figures for 2012.

Comparative Estimates: US Fixed BroadbandHouseholds and Penetration, 2011-2016

2011 2012 2013 2014 2015 2016

Fixed broadband households (millions)eMarketer*, Feb 2013 79.7 82.2 84.5 86.6 88.6 90.5GroupM, April 2012 82.3 84.9 - - - -

FCC**, June 2012 78.9 - - - - -

Fixed broadband household penetration (% of households)PwC, June 2012 69.0% 72.2% 75.1% 78.5% 81.3% 84.1%

eMarketer*, Feb 2013 67.2% 68.8% 70.3% 71.6% 72.8% 74.0%GroupM, April 2012 67.0% 68.0% - - - -

Note: *includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludesmobile; **residential subscriptions of at least 200 kbps in at least onedirectionSource: eMarketer, Feb 2013; various, as noted, 2012152221 www.eMarketer.com

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Researchers agree that fixed broadband households accounted for around 70% of households in 2012, though projections for 2013 deviate a bit more. On the high end, PricewaterhouseCoopers expects users to switch from dial-up to broadband more rapidly than other sources. In contrast, GfK Media gave a lower estimate based on a survey restricted to adults ages 18 to 49.

There is also a consensus through 2016 among firms forecasting the number of fixed broadband subscriptions in the US; eMarketer expects subscriptions for 2013 to total just above 91 million.

millions

Comparative Estimates: US Fixed BroadbandSubscriptions, 2011-2016

2011 2012 2013 2014 2015 2016

eMarketer, Feb 2013 (1) 87.1 89.6 91.8 93.9 95.9 97.8Yankee Group, June 2012 - 87.9 91.4 93.0 94.6 96.2

Point Topic, June 2012 (2) 88.8 93.3 - - - -

ITU, July 2012 90.0 - - - - -

FCC, June 2012 (3) 86.6 - - - - -

OECD, July 2012 (4) 85.6 - - - - -

LRG, April 2012 78.7 - - - - -

Note: excludes mobile; (1) includes connections with permanent access tothe internet via cable modem, DSL, fiber and wireless/satellitetechnologies; (2) 2011 data is for Q1; 2012 data is for Q2; (3) subscriptionsof at least 200 kbps in at least one direction; (4) includes cable, DSL,fiber/LAN and other fixed broadband technologiesSource: eMarketer, Feb 2013; various, as noted, 2012152222 www.eMarketer.com

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US Internet Users by Age

Teens in the US are always on and always connected. Living up to their digital native moniker, teens are avid users of social networks, search and other digital content. Whether they are using the internet for school or entertainment, those between the ages of 12 and 17 are more likely to be online regularly than any other age group.

% of population in each groupUS Internet User Penetration, by Age, 2012-2017

2012 2013 2014 2015 2016 2017

0-11 43.0% 45.0% 47.0% 49.0% 50.0% 51.0%

12-17 97.0% 97.0% 97.0% 97.0% 97.0% 97.0%

18-24 92.5% 93.0% 93.5% 94.5% 95.5% 96.5%

25-34 91.0% 91.5% 92.0% 93.0% 94.2% 95.0%

35-44 89.0% 90.0% 91.0% 92.0% 92.6% 93.0%

45-54 86.0% 87.0% 88.0% 89.0% 89.6% 90.0%

55-64 77.0% 79.0% 81.0% 82.0% 82.5% 82.9%

65+ 49.0% 52.0% 54.0% 56.0% 57.0% 58.0%

Total 75.7% 76.9% 78.0% 79.1% 79.8% 80.3%Note: individuals who use the internet from any location via any device atleast once per monthSource: eMarketer, Feb 2013151476 www.eMarketer.com

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eMarketer estimates that there will be 24.2 million 12- to 17-year-old internet users in 2013, representing 97% of US teens—a saturation point. The decline seen between 2013 and 2015 is based on US population figures for this age group.

US Internet Users


millionsUS Internet Users, by Age, 2012-2017

2012 2013 2014 2015 2016 2017

0-11 21.0 22.1 23.2 24.3 25.0 25.6

12-17 24.3 24.2 24.1 24.1 24.1 24.1

18-24 29.0 29.2 29.3 29.3 29.3 29.3

25-34 38.5 39.2 39.9 40.9 42.0 42.9

35-44 36.0 36.4 36.7 37.2 37.4 37.8

45-54 38.1 38.1 38.1 38.3 38.3 38.0

55-64 29.7 31.0 32.4 33.5 34.2 34.8

65+ 21.1 23.2 24.9 26.7 28.1 29.5

Total 237.7 243.4 248.8 254.2 258.3 262.1Note: individuals who use the internet from any location via any device atleast once per monthSource: eMarketer, Feb 2013151474 www.eMarketer.com

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People ages 25 to 34 will make up the largest share of US internet users in 2013. These 39.2 million internet users will account for 16.1% of the total. With 38.1 million users and a share of 15.6%, internet users in the 45-to-54 age group will be the second largest audience.

% of totalUS Internet User Share, by Age, 2012-2017

2012 2013 2014 2015 2016 2017

0-11 8.8% 9.1% 9.3% 9.6% 9.7% 9.8%

12-17 10.2% 9.9% 9.7% 9.5% 9.3% 9.2%

18-24 12.2% 12.0% 11.8% 11.5% 11.3% 11.2%

25-34 16.2% 16.1% 16.1% 16.1% 16.3% 16.4%

35-44 15.2% 14.9% 14.8% 14.6% 14.5% 14.4%

45-54 16.0% 15.6% 15.3% 15.1% 14.8% 14.5%

55-64 12.5% 12.8% 13.0% 13.2% 13.3% 13.3%

65+ 8.9% 9.5% 10.0% 10.5% 10.9% 11.2%

Note: individuals who use the internet from any location via any device atleast once per month; numbers may not add up to 100% due to roundingSource: eMarketer, Feb 2013151477 www.eMarketer.com

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Internet users in the younger and older age groups will continue to rise in number and experience much faster gains than the more saturated midrange age levels. Between 2012 and 2016, the percentage of children under age 12 who use the internet will increase from 43% to 50%. During the same timeframe, the percentage of people ages 65 and older who use the internet will rise from 49% to 57%. Out of the years included in the forecast period, the growth of internet-using adults ages 65 and older will peak this year at 9.9% as seniors continue to tap into digital technologies such as email, search and social networking and make the internet an essential part of their lives.

% changeUS Internet User Growth, by Age, 2012-2017

2012 2013 2014 2015 2016 2017

0-11 7.7% 5.0% 5.1% 4.9% 2.6% 2.6%

12-17 0.7% -0.3% -0.3% -0.1% 0.0% 0.0%

18-24 1.4% 0.8% 0.2% 0.0% -0.1% 0.1%

25-34 2.3% 1.8% 1.9% 2.3% 2.8% 2.1%

35-44 0.8% 1.0% 1.0% 1.1% 0.6% 1.2%

45-54 1.3% 0.0% 0.2% 0.4% -0.1% -0.7%

55-64 4.1% 4.5% 4.4% 3.2% 2.3% 1.8%

65+ 8.7% 9.9% 7.3% 7.1% 5.0% 5.0%

Total 2.8% 2.4% 2.2% 2.2% 1.6% 1.5%Note: individuals who use the internet from any location via any device atleast once per monthSource: eMarketer, Feb 2013151475 www.eMarketer.com

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US Internet Users by Race/Ethnicity

While Hispanics have the second largest US internet population after non-Hispanic whites, they have the lowest penetration rate out of all races/ethnicities. But the US Hispanic digital market is growing more than double the rate of the overall US digital audience. Between 2012 and 2017, the number of US Hispanic internet users will rise from 35.2 million to 44.9 million; Hispanics will also experience the fastest percentage gains in internet usage through 2017.

millionsUS Internet Users, by Race/Ethnicity, 2012-2017

Non-Hispanic—White

—Black

—Asian

—Other*

Hispanic**

2012

156.8

28.4

12.1

5.2

35.2

2013

158.6

29.2

12.7

5.6

37.3

2014

160.0

30.0

13.1

6.1

39.6

2015

161.1

30.9

13.5

6.7

42.0

2016

162.3

31.3

13.8

7.1

43.8

2017

163.3

32.4

14.2

7.4

44.9Note: individuals of any age who use the internet from any location via anydevice at least once per month; *includes Native Americans, AlaskaNatives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals;**can be of any raceSource: eMarketer, Feb 2013151487 www.eMarketer.com

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% changeUS Internet User Growth, by Race/Ethnicity, 2012-2017

2012 2013 2014 2015 2016 2017

Non-Hispanic—Asian 5.6% 4.8% 3.5% 2.8% 2.7% 2.4%

—Black 1.3% 2.6% 2.8% 3.2% 1.2% 3.3%

—White 1.8% 1.1% 0.9% 0.7% 0.7% 0.6%

—Other* 7.2% 8.7% 8.3% 9.6% 5.6% 4.6%

Hispanic** 7.4% 6.2% 6.1% 5.9% 4.4% 2.5%Note: individuals of any age who use the internet from any location via anydevice at least once per month; *includes Native Americans, AlaskaNatives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals;**can be of any raceSource: eMarketer, Feb 2013151488 www.eMarketer.com

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US Internet Users


With 158.6 million internet users in 2013, non-Hispanic whites will represent nearly two out of three US internet users. At a growth rate of 1.1% in 2013—the slowest of any racial or ethnic group—this group is near saturation. As US Hispanic and Asian internet users rise in number throughout the forecast period, non-Hispanic whites will lose share—dropping to 62.3% of total US internet users by 2017.

% of population in each group

US Internet User Penetration, by Race/Ethnicity,2012-2017

2012 2013 2014 2015 2016 2017

Non-Hispanic—Asian 78.5% 80.5% 81.5% 82.0% 82.4% 82.6%

—White 79.3% 80.1% 80.7% 81.2% 81.7% 82.1%

—Black 73.4% 74.6% 76.0% 77.7% 77.8% 79.6%

—Other* 58.5% 62.0% 65.5% 70.0% 72.1% 73.6%


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% of totalUS Internet User Share, by Race/Ethnicity, 2012-2017

2012 2013 2014 2015 2016 2017

Non-Hispanic—White 66.0% 65.2% 64.3% 63.4% 62.8% 62.3%

—Black 12.0% 12.0% 12.1% 12.2% 12.1% 12.3%

—Asian 5.1% 5.2% 5.3% 5.3% 5.4% 5.4%

—Other* 2.2% 2.3% 2.5% 2.6% 2.7% 2.8%


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US Internet Users by Gender

Female internet users will make up more than half of total internet users in the US throughout the forecast period. This trend reflects the overall US population, but higher female interest in online activities such as social networking will also play a part. There will be 124.9 million female internet users and 118.5 male internet users in the US this year; these users will represent just over three-quarters of all US males and females and will experience very slow growth through 2017.

US Internet Users, by Gender, 2012-2017

Male (millions)—% change

—% of internet users

—% of male population

Female (millions)—% change


—% of female population

2012

115.52.8%

48.6%

74.7%

122.22.8%

51.4%

76.6%

2013

118.52.6%

48.7%

76.1%

124.92.2%

51.3%

77.7%

2014

121.22.2%

48.7%

77.1%

127.62.2%

51.3%

78.9%

2015

124.12.4%

48.8%

78.3%

130.22.0%

51.2%

79.8%

2016

126.01.6%

48.8%

79.0%

132.21.6%

51.2%

80.5%

2017

128.11.7%

48.9%

79.6%

133.91.3%

51.1%

81.0%

Note: male CAGR (2012-2017)=2.1%; female CAGR (2012-2017)=1.8%;individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, Feb 2013151481 www.eMarketer.com

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Of all US female and male internet users in 2013, 102.2 million and 94.9 million, respectively, will be adults. Adult females will slightly lead in share throughout the forecast period. In 2013, eMarketer estimates that 51.9% of US adult internet users will be females 18 and older, compared with 48.1% of adult males.

US Adult Internet Users, by Gender, 2012-2017

Male (millions)—% change

—% of adult internet users

—% of adult male population

Female (millions)—% change


—% of adult female population

2012

92.52.3%

48.1%

79.2%

99.92.9%

51.9%

81.0%

2013

94.92.6%

48.1%

80.5%

102.22.4%

51.9%

82.2%

2014

97.02.2%

48.1%

81.4%

104.52.2%

51.9%

83.3%

2015

99.22.3%

48.2%

82.5%

106.62.0%

51.8%

84.2%

2016

100.91.7%

48.2%

83.1%

108.41.7%

51.8%

84.9%

2017

102.71.8%

48.4%

83.8%

109.61.2%

51.6%

87.3%

Note: adult male CAGR (2012-2017)=2.0%; adult female CAGR(2012-2017)=2.0%; individuals ages 18+ who use the internet from anylocation via any device at least once per monthSource: eMarketer, Feb 2013151482 www.eMarketer.com

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Males make up a slightly larger portion of those ages 17 and under in the US, which the online population also reflects. Male children and teen internet users will account for 51% of those 17 and under. This slight lead will extend through the entirety of the forecast period.

US Internet Users


US Child/Teen Internet Users, by Gender, 2012-2017

Male (millions)

—% change

—% of child/teeninternet users—% of child/teenmale population

Female (millions)

—% change

—% of child/teeninternet users

—% of child/teenfemale population

2012

23.0

5.0%

50.8%

60.8%

22.3

2.6%

49.2%

61.7%

2013

23.6

2.8%

51.1%

62.5%

22.7

1.5%

48.9%

62.6%

2014

24.2

2.4%

51.1%

63.8%

23.1

2.1%

48.9%

63.7%

2015

24.9

2.7%

51.3%

65.3%

23.6

1.9%

48.7%

64.7%

2016

25.2

1.3%

51.3%

65.9%

23.9

1.3%

48.7%

65.3%

2017

25.5

1.1%

51.2%

66.3%

24.3

1.6%

48.8%

60.9%

Note: child/teen male CAGR (2012-2017)=2.4%; child/teen female CAGR(2012-2017)=1.3%; individuals ages 0-17 who use the internet from anylocation via any device at least once per monthSource: eMarketer, Feb 2013151483 www.eMarketer.com

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US Mom Internet Users

Moms in the US are known as active and influential users of online and mobile technologies. For moms, the internet is a one-stop destination for shopping, banking, social networking, and gathering information for themselves and their family. Social networks such as Facebook, Twitter and Pinterest are especially popular with moms, allowing them to connect with friends, family and other moms in a convenient way. Moms have especially taken to smartphones and tablets and have demonstrated high activity in areas such as mobile shopping, gaming and social networking.

Moms who use the internet have reached saturation in the US. Growth fell below 1% in 2011 and will be flat through 2017. These 33.7 million moms account for 95% of all moms in the US—or 27% of female internet users.

US Mom Internet Users and Penetration, 2012-2017

Mom internet users (millions)

—% change

—% of total moms*

2012

33.7

0.30%

94.5%

2013

33.7

0.15%

94.8%

2014

33.8

0.11%

95.0%

2015

33.8

0.17%

95.2%

2016

33.8

0.04%

95.3%

2017

33.9

0.03%

95.4%

Note: females ages 18+ with children under 18 in the household who usethe internet from any location via any device at least once per month;*with childen under 18 in the householdSource: eMarketer, Feb 2013151486 www.eMarketer.com

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US Email Users

Email remains a significant communications channel and major correspondence method for the vast majority of internet users. Though US email users have reached saturation, users are checking email more frequently than ever before with the mobile access that smartphones and tablets bring.

eMarketer expects there to be 216.6 million US email users this year, representing 89% of total internet users. Two out of three people in the US will be email users in 2013. Growth will be slightly under 3% between 2013 and 2014 and will slow to 2% thereafter.

US Email Users, 2012-2017

Email users (millions)—% change


—% of population

2012

210.72.6%

88.7%

67.1%

2013

216.62.8%

89.0%

68.4%

2014

222.92.9%

89.6%

69.9%

2015

227.82.2%

89.6%

70.9%

2016

232.52.1%

90.0%

71.8%

2017

236.81.8%

90.4%

72.6%

Note: internet users who send an email via any device at least once permonthSource: eMarketer, Feb 2013151517 www.eMarketer.com

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Adult email users will account for 87% of all US email users in 2013. Email use is near ubiquitous for internet users 18 and older. Nearly all adult internet users, or 78.4% of the US adult population, will send an email via any device at least once per month this year. The number of adults who use email will climb slightly throughout the forecast period, though most growth will come from US population increases.

US Adult Email Users, 2012-2017

Adult email users (millions)—% change


—% adult of population

2012

182.82.6%

95.0%

76.9%

2013

188.33.0%

95.5%

78.4%

2014

193.32.7%

96.0%

79.7%

2015

197.52.2%

96.0%

80.6%

2016

201.01.8%

96.1%

81.2%

2017

203.81.4%

96.0%

81.8%

Note: internet users ages 18+ who send an email via any device at leastonce per monthSource: eMarketer, Feb 2013151521 www.eMarketer.com

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US Internet Users


US Search Users

For most internet users, search is the first stop on the web when it comes to finding information on anything. Google continues to overwhelmingly lead in search usage ahead of Bing and Yahoo!. Though PC searches still dominate, users are moving more and more of their inquiries to smartphones and tablets—both on the go and at home.

The number of search engine users will surpass 200 million this year. Nearly 84% of those who go online will use a search engine at least once per month in 2013. eMarketer expects that search engine users will represent two out of three people in the US by 2015. Growth will fall below 3% next year and slow throughout the remainder of the forecast period. Like email, search is one of the most basic and necessary online activities and has reached saturation among internet users.

US Search Engine Users, 2012-2017

Search engine users (millions)

—% change


—% of population

2012

197.5

3.3%

83.1%

62.9%

2013

204.1

3.3%

83.8%

64.5%

2014

210.0

2.9%

84.4%

65.9%

2015

215.0

2.4%

84.6%

66.9%

2016

219.0

1.9%

84.8%

67.6%

2017

222.8

1.7%

85.0%

68.3%

Note: internet users who use a search engine via any device at least onceper monthSource: eMarketer, Feb 2013151493 www.eMarketer.com

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In 2013, search engine users 18 and older will make up 87% of total US search users and nearly three-fourths of all US adults. The number of search engine users will rise 4% this year, and growth will slow steadily for the remainder of the forecast period. The percentage gains expected in 2014 and 2015 are based on fluctuation in the US population.

US Adult Search Engine Users, 2012-2017

Adult search engineusers (millions)

—% change

—% of adult internet users—% of adult population

2012

171.2

3.2%

89.0%71.3%

2013

178.0

4.0%

90.3%73.4%

2014

181.3

1.9%

90.0%74.1%

2015

185.2

2.1%

90.0%75.0%

2016

188.3

1.7%

90.0%75.6%

2017

191.1

1.5%

90.0%76.1%

Note: internet users ages 18+ who use a search engine via any device atleast once per monthSource: eMarketer, Feb 2013151516 www.eMarketer.com

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Editorial and Production Contributors

Cliff Annicelli Senior EditorKaitlin Carlin Copy EditorJoanne DiCamillo Senior Production ArtistStephanie Gehrsitz Senior Production ArtistDana Hill Director of ProductionNicole Perrin Associate Editorial DirectorAllie Smith Director of Charts

http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000940




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