In the interactive media world, we have taken great pride in explaining the desirable demographic of the online user. Those with advanced degrees, earn more than $75k per year and under age 30 and makes buying decisions online. While that continues to be true and a recent Gallup Poll shows that demographic continues to dominate online activities, other demographics are making double digit increases in their online usage. This represents further penetration of broadband usage in the United States as well as continued trends and market penetration of overall online usage. 
The demographic groups including lower income, lower education and older age brackets posted gains in frequent internet use in the past year. These double-digit gains were represented by:
- -Those making less than $30,000 per year
- -Those who are not working
- -The unmarried
- -Those under age 30
- -Those with post-graduate degrees
“Business leaders – and advertisers in particular – will be well-served to keep these burgeoning trends in mind. While targeting content toward the most educated, most affluent, and youngest Americans may be an effective strategy today, the growth evident among their counterparts at the other end of the spectrum suggests new strategies may be needed to cater to the frequent internet users of tomorrow,” Gallup said. About the poll: Results are based on telephone interviews with 1,009 national adults, aged 18 and older, conducted Dec. 4-7, 2008. Interviews are conducted with respondents on land-line telephones (for respondents with a land-line telephone) and cellular phones (for respondents who are cell-phone only).
