Strategy & Marketing

Americans Who Are Still Offline

A reminder of the significant number of Americans who never connect to the web

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

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!

Photo by Discover Savsat on Unsplash

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  1. Interesting article Phil. I prefer, personally, not to on social media. The church is on FB and streams to FB and Youtube. But I’m just not into reaching people. Maybe I”m naive. I am a member of LinkedIn but think it is a waste of time. I hear from people who are (to me) looking to get their name to as many as they can (shades of FB or twitter?). Anyway, I am sharing this with the rest of the leadership team to get their thoughts.

  2. I need to clarify Phil. It sounds like I am not interested in people. That, of course, is not true (especially since I’m a pastor). It should have said that I really don’t care to be involved in FB or LinkedIn in order to see how many I can have who like me. I hope that makes sense.

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