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INTERNET PENETRATION LEVELING OFF

Posted on June 23, 2004

      Regular use of the Internet by U.S. adults is leveling off, standing at 63 percent of the population, according to new research by Mediamark Research Inc. (MRI). The MRI research suggests that reversing the flattening trend will require convincing two groups of consumers to get online regularly -- the "Unconnected," who represent 20.4 percent of the U.S. adult population, and "Resistors," who comprise 16.5 percent of all U.S. adults.

      MRI, which began tracking Internet usage nearly five years ago, analyzes Internet access by geography to find that only 80 percent of those consumers who have access to the technology use it regularly, (defined as within the last 30 days). The MRI research found that only 63 percent of adults have used an online service or the Internet in the last 30 days.

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