Computer Ownership/Internet Usage Turns Corner at $40,000

A study conducted by Scarborough Research between February of 2006 and March of 2007 reveals some telling figures about internet usage as it pertains to household income and age. Of particular significance is the upward trend in computer ownership and internet usage that occurs at a household income of $40,000+, where the gap narrows significantly relative to the $100,000+ bracket (The study was conducted between February of 2006 and March of 2007, and polled over 22,000 U.S. Hispanic).

The rate of computer ownership and internet usage correlates directly with income, with those at the higher end of the earning spectrum over-indexing in each. Households with incomes of $100,000 or more were 69% more likely to own a computer than those with incomes of $39,999 or less. Interestingly, however, those with incomes of between $40,000 and $75,000 were just 18% less likely to own computers in the home than those with $100,000+.

In line with the general trend of higher incomes correlating with greater online engagement, $100,000+ households were 130% more likely to spend 20 hours or more per week online than $39,999- households. Again, that difference drops to 36% when compared with the $40,000 and $75,000 households.

$100,000+ households accessed the internet at much higher rates than $39,999- households, at rates of more than 100% more frequently. As with the rates of ownership, this difference dropped to within just 25 percentage points compared with the $40,000 and $75,000 demographic.

Computer Ownership/Online Usage by Income

 

Less than$39,999

$40,000-$75,000

 

$100,000+

Computer Ownership Index

73

128

146

Use Internet 20+ hours per week Index

58

144

180

Index of those who have accessed Internet in Past 30 days

62

140

165

Source: Scarborough Research

Age

Given that computer and internet usage is widely considered to be most prevalent among younger Latinos, one surprising finding was that Hispanic households with someone 35 to 54 were 7% more likely to own a computer than all Hispanic households. That doesn’t necessarily mean that that household doesn’t also have younger people in it, but it does demonstrate higher levels of at-home computer access for those between 35 and 54years old.

With regard to the amount of time spent on the internet per week, the study found that the 18-34 year old demographic was 28 percent more likely to spend 20 hours or more on the computer than 35-54 year olds, and were 79% more likely to do so than the 55+ demo.

The study did find that younger people were accessing the internet more frequently than their elders. While 51% of 18-34 year old Latinos reported having accessed the internet within the last 30 days, only 24% of their counterparts who were 55 and older had done so, with more than twice the number of younger users having accessed the internet within the last 30 days.

                    Computer Ownership/Online Usage by Age

 

18-34 Years Old

35-54

55 And Older

Computer Ownership Index

102

107

74

Use Internet 20+ hours per week Index

119

92

42

Percentage who have accessed Internet in Past 30 days

51%

46%

24%

Source: Scarborough Research


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Editorial Staff

Portada Staff

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