***NET RELATED*** Web growth slows but gains in usage May 4, 1998
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The population of U.S. Web users grew by 1.6 million to over 57 million users from January to April of this year, according to an enumeration released Monday by RelevantKnowledge Inc.
While the growth was slower than in past studies, users are using the Net more and more in their everyday lives for commerce, entertainment and information, according to the market research firm.
Web demographics continue to present a funhouse mirror of the U.S. population as a whole, skewed more toward men, and toward the 18-34 age group, the company said.
Heightened Web awareness cited
"The growth in the number of Web users over the past few months can likely be attributed to an heightened awareness of the power and offerings of the Internet," said RelevantKnowledge CEO Jeff Levy in a statement.
Industry watchers believe that the continued growth of the online population is essential if the Internet is to become a truly mass medium. Most sites now rely on advertising to bring in revenues, but experts say such ads can only become a significant source of funds once the audience reaches a critical mass.
In a February report, RelevantKnowledge found that much of the Web's recent growth was due to special events such as the Winter Olympics in Nagano. News sites also enjoyed an increase in visits due to the Clinton scandal.
The report, relying on interviews with 10,000 people, including users and non-users, and on demographic profiles of 1,440 Web users, found that men compose 56 percent of the Web audience. About 48 percent of the U.S. population is male.
18-34 age group rules
The 18-34 age group comprised the largest single age group online, making up 39 percent of the Web universe, RelevantKnowledge said, though it comprises only 30 percent of the U.S. population.
RelevantKnowledge carried out its quarterly survey from late February to mid-April. |
