The Pew Internet Project has released new figures on home broadband penetration in the U.S.

Their key observation is that broadband penetration is increasing most dramatically in population segments that have traditionally lagged — older Americans, lower income households and rural residents. For example, between May 2008 and April 2009:

• Broadband usage among adults ages 65 or older grew from 19% to 30%;
• Among adults ages 50-64, broadband usage increased from 50% to 61%;
• 35% of respondents living homes with annual household incomes of $20,000 or below now have home broadband, compared to 53% of those with HH incomes of $20,000 to $30,000, and 85% penetration for those with household incomes over $75,000;
• Among adults whose highest level of educational attainment is a high school degree, broadband adoption grew from 40% to 52% (compared to broadband penetration of 83% in homes where a college degree or more is highest level of education); and,
• Adults living in rural America had home high-speed usage grow from 38% in 2008 to 46% in 2009

Why is this important to nonprofits?

From a fundraising and issue education standpoint, more and more of the Boomer and older population — the demographic sweet spot for fundraising — now has broadband. And Internet usage studies indicate consistently that access to broadband terrifically increases both the amount of time users spend online and the range of online activities they engage in (e.g., more information searching, watching of videos, purchasing online and using social nets).

It also means that if your target audience is older, lower income or rural people, the online medium is reaching the critical mass to play a more meaningful role in your communications and program delivery strategies.

Pew observes that a majority of home broadband users see a home high-speed connection as “very important” to at least one dimension of their lives and community, such as communicating with health care providers and government officials, or gathering and sharing information about the community.

For example, 68% of home broadband users said such a connection is “very important” (31%) or “somewhat important (37%) for finding out what is going on in their community. And 58% of home broadband users said such a connection is “very important” (23%) or “somewhat important (35%) for sharing their views with others about key issues.

Speed and the "always on" aspect of broadband really count!

Tom