Easy connection from an increasing number of access points, faster downloads, and more sophisticated content all combine to make the internet as much of a home to most adults as the physical one in which they reside. As a result, many are, indeed, “living” online. This report describes when, where, and how they do so. Readers of this report will gain a deeper understanding of how internet usage impacts offline activity, and how different demographic groups incorporate the internet into their daily lives.

Topics covered in this report include how the internet is absorbing other media outlets, the extent to which various demographics turn to the web for entertainment and information, the faith placed in that information, current usage and interest in web-based behavior related to wearable computing, digital wallets, smart homes, and smart commutes. In addition the report covers which new services (personal, medical, professional, subscription) are researched online, and interest in receiving support from online and in-person services for needs ranging from personal care to medical care for elderly family members.

This report builds upon Mintel’s Living Online – US, July 2012. The purpose of this report is to understand the extent to which internet users integrate the internet into their daily lives, including topical coverage of various categories of website use, including: news, commerce, entertainment, reference (health, education, information), and leisure pursuits. The report also explores how internet users research new services online, but does not cover research or shopping for tangible products online, which is covered in Mintel’s Online and Mobile Shopping – US, June 2013.

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer activity/attitudes and behaviors toward the internet. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in February 2014 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Experian Marketing Services National Consumer Study (NCS) and the Experian Marketing Services National Hispanic Consumer Study (NHCS). Data for this report include the NCS/NHCS Fall 2013 six-month study, carried out during April-December 2013 with a sample of 11,423 adults aged 18+, with results weighted to represent the US adult population. Mintel trends data from the NCS/NHCS data, including the following surveys:

• Experian Marketing Services Fall 2009, April-December 2009: results based on 11,702 adults aged 18+

• Experian Marketing Services Fall 2011, April-December 2011: results based on 12,106 adults aged 18+

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following is a list of abbreviations used in this report: