Prepare For Possible Decline In Internet Usage In 2009-2010
Recently I read an interesting study that suggested U.S. Internet usage is going to start a sharp decline over the next two to three years, as a result primarily of the economic downturn and some additional factors. All of which does not bode well for digitally based businesses or internet advertisers.
Consideration 1: Cost-Cutting
The first support point was simple: that with average Americans facing increased financial pressures, they are looking to cut costs — and for the majority, the Internet is just not a necessity! For the average American covered in the study, issued by Hudson University on March 15, television and print, especially newspapers, are the primary sources for news and information. The Internet, though very ubiquitous and a “nice-to-have,” is just not a primary media outlet for these users.
The data goes on to suggest that the mobile Web, though also an un-arguable convenience for most consumers, is not a necessity, and many average Americans are trimming their data plans along with their Internet access at home as they look to scrimp and save as a result of the downturn.
At a time when the unemployment rate is skyrocketing, many Americans are resorting to newspaper classifieds and their local YMCA for leads, rather than spending their hard-earned money on Internet access. Funnily enough, cable is not being affected by these cost-saving measures.
Consideration 2: Decreased Performance
(read the rest at MediaPost)
