Todd Hollander Market Research

As Internet penetration continues to grow, the demographics of adult Internet users in the U.S. continues to more closely resemble the population as a whole.

While older and lower-income Americans are still slightly underrepresented online, the gap appears to be narrowing. According to data from Harris Interactive, 8 percent of U.S. Internet users are age 65 or over (compared to 16 percent of all adults) and 14 percent have household incomes lower than $25,000 (compared to 19 percent of all adults).

This is good news for online marketing researchers, who continue to bolster internet surveys and the industry’s “gold standard” for data collection.