53.5 Million U.S. Adults Use Internet

Posted on November 5, 1998

Approximately 53.5 million U.S. adults -- 27% of the adult population -- currently use the Internet, according to the Fall 1998 Cyber Stats report from Mediamark Research Inc (MRI). The previous Cyber Stats report, issued in May of 1998, showed that 43.6 million adults had used the Internet in an average 30-day period. This means that regular Internet usage increased by 23% between the two Cyber Stats reporting periods.

Some 72 million American adults have access to the Internet, according to the Fall Cyber Stats. This is up 16% from the number who had access during the previous reporting period. The Fall Cyber Stats data are from an average 30-day period within the survey time frame (September 1997-August 1998). The survey time frame for the Spring 1998 Cyber Stats was March 1997-February 1998.

MRI collects and analyzes information on consumer demographics, product and brand usage, and exposure to all forms of advertising media. MRI data are used by magazines, television and other media, by some 450 advertising agencies and by marketers for product launches, line extensions and brand positioning. The company's New Media Division is the fastest-growing segment, offering individual website audience measurement and demographic analyses, as well as custom online surveys for hard copy publications.