eMarketer Forecasts Over 160 million US Internet Users in 2003

New North America Online Report Says Baby Boomers, Teens, Minorities, Women Key to Internet's Future Growth

New York, NY / 12 February 2003 - Internet growth may be leveling off, but certain demographics such as teens and baby boomers, as well as the continued adoption of broadband, reinforce the online medium's importance for marketers and retailers. eMarketer's new North America Online report pinpoints where the hotspots are.

eMarketer forecasts there will be 162 million US Internet users by the end of 2003, a jump of nearly 10 million over last year.

"By 2004, there will be nearly two times as many online households as offline households," says eMarketer Senior Analyst Ben Macklin. "What's even more exciting is to look at who's fueling the growth and how they're accessing the Internet."

Consider that according to Arbitron/Edison Media Research data, the 45 to 54 age bracket has the highest penetration of residential broadband subscribers. eMarketer's analysis of US Census Bureau data shows that over the next 10 years, the greatest population growth will be in the 55 to 64 age range.

"The variety of statistics suggest that 'Broadband Baby Boomers' will comprise an important segment for marketers, retailers and service providers in the coming years," says Macklin. "People are living longer and working longer, and a broadband connection will be the umbilical cord that ensures a productive aging population."

The North America Online report also features a detailed look at Canadian Internet users.

Other topics covered in the report include:

• The demographic profile of North America's Internet users, with the breakdown by age, race, income and education
• Trends and predictions for the number of individuals and households online
• How users are accessing the Internet, and what devices are being used to go online
• The most popular activities conducted by Internet users
• The fastest-growing segments of the online population

A free Executive Summary of the North America Online report is available to the press.

About eMarketer:

New York-based eMarketer, "The E-Business Research Source," publishes Internet and e-business information for marketing, management, IT and financial professionals. Founded in 1996, eMarketer aggregates, filters, organizes and analyzes data from over 1,200 research firms, consultancies and government agencies around the globe. The company offers the most comprehensive database of e-business statistics as well as a variety of reports featuring original analysis prepared by eMarketer's team.