Variance by Household Income
Non-user profile varies significantly by household income. In particular,
lowest income households are most likely to fall into the “core
non-users” segment with few having any first hand experience using
the Internet [Table 2c].
- With 68 per cent of non-users residing in lowest income households
(less than $20K) being “core non-users” these non-users
are significantly more likely to fall into this most distant “far
user” segment.
- That being said, at 12 per cent, lowest income non-users have a proportion
of “new near users” equal to the overall average.
Variance by Household Type
The importance of Internet usage for households with children continues
to be apparent with relatively few of these non-user households falling
into the “core non-user” segment [Table 2c].
- At 19 per cent and 25 per cent, couples with children and single
adults with children are significantly more likely to be “re-joining/accelerating
users”.
- Households with children are also significantly less likely to be
“core non-users”; a minority 43 per cent and 37 per cent
of couples with children and single adults with children fall into this
segment.
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