Report: How Digital Behavior Differs

While internet usage is nearly ubiquitous in the US, mobile phone and mobile internet usage are taking a far greater role in digital activity among consumers of all ages—and uptake is poised for further growth.

eMarketer estimates that overall, 75.7% of the population goes online at least monthly, and penetration is even higher among younger demographic groups.

Among Gen Xers, for example—defined as people born between 1965 and 1980—88.8% were monthly internet users as of December 2012, according to eMarketer estimates. Gen Xers are also highly connected on the go, with nearly 95% using mobile phones, and 60.3% of that group using smartphones. In 2012, 38.4 million Gen Xers, or 62.2% of Gen X mobile users, used the mobile internet at least monthly. That accounts for three in 10 mobile internet users in the US.

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