Being online has become so ubiquitous that we often forget there are actually millions of Americans who have intentionally made the decision to stay away from connecting to the internet.
For instance, Pew Research reveals that:
7% of Americans don’t use the Internet – that’s about 23 million people.
25% of adults 65 or older never go online.
14% of adults with a high school education or less don’t use the Internet.
Those who make $30,000 or less per year are more likely to be offline. Contrast that to 1% of those who make $75,000 or more are offline.
One of the big reasons? The average cost of broadband is now $61.07 per month – one of the highest rates in the world according to BroadbandSearch.net.
So it never hurts to remember that if your target audience is in one of the groups listed above, using social media, online advertising, or other digital medias might not be the best strategy.
Remember – for the right audience, traditional advertising still works!