BizSugar.com › Marketing › Who Doesn't Use the Internet? More than you think.

About one-quarter of Americans have no Internet access, according to a wide-ranging report titled "Information Searches That Solve Problems: How People Use the Internet, Libraries and Government Agencies When They Need Help" by the Pew Internet & American Life Project and the Graduate School of Library and Information Science at the University of Illinois at Champaign-Urbana. For marketers working on multimedia campaigns, knowing who the non-users are can help determine media buys—and avoid wasting Web efforts targeting consumers who will never get the message.