With the world's largest audience, the Internet provides you with an opportunity to reach more people than ever before. Internet use in the United States is growing at a rate of 2 million new Internet users each month, according to a study by the U.S. Government. The study found that 143 million Americans (54 percent of the population) used the Internet in September 2001, a 26 percent increase over August 2000. The numbers of frequent U.S. and Canadian Internet users also continue to grow. According to eMarketer findings, the two countries' estimated 152 million Internet users will increase to 169.3 million in 2003 and 184.5 million in 2004. Other trends that prove promising include the greater number of online shoppers. eMarketer reports that 57.5 million Americans bought online in 2001, and 69 million will do so during 2002).

A bit closer to home, a 1999 Public Sector Consultants commissioned survey of Michigan residents found that nearly two-thirds (61 percent) of Michigan adults have used the Internet at some point in time, an increase of 9 percent from the previous year. And the majority of those Internet users (72 percent) report using the Internet at least on a weekly basis, with 45 percent reporting Internet use at least once a day. Compared to 1998, more Michigan Internet users report using the Internet to find a map to a destination, send or receive email, or research a product they are thinking of buying. Nearly twice as many Internet users in 1999 than in 1998 have used the Internet to make a purchase. Regionally, the survey found the percentage of adults with a computer at home was 45 percent in the City of Detroit, 70 percent in Metro Detroit, 62 percent in Southern Michigan, 62 percent in Western Michigan, 71 percent in Central Michigan, 59 percent in the Thumb area, 61 percent in the Northern Lower, and 58 percent in the Upper Peninsula. Michigan Internet usage by age was 94 percent for the 12-17 group, 88 percent for ages 18-24, 81 percent for ages 25-34, 75 percent for ages 35-44, 63 percent for ages 45-54, 44 percent for ages 55-64, 27 percent for ages 65-74, 11 percent for ages 75 and up.

The Michigan study also found that the most popular use for the Internet is still email, which is used by 82 percent of the respondents, up from 77 percent in 1998. Approximately two-thirds of respondents used the Internet to search for products and service information (67 percent, up from 48 percent in 1998). Among Internet users, 37 percent were making online purchases, up from 15 percent in 1998. Other activities wherein responses were unchanged from the previous year include using the Internet to look for general information 84%, participate in a live discussion group or chat room 18%, play a game 40%, read an online magazine or newspaper 42%.

It is not a question of if you will advertise on the Internet, it is a question of when. Already many progressive companies are supplementing their traditional media ad dollars by advertising in the fastest growing mass media in history. Isn't it time you got ahead of your competition? Contact us today to discuss your advertising options with WeatherMichigan.com.

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