Internet Services

Use of the Internet has increased dramatically as user demands for more and different products and services have grown. At the same time, businesses have come to rely more and more on online advertising, communications, and transactions. Some businesses today even exist only online. The Internet has shaken the foundations of traditional media, particularly that of books, magazines, newspapers, and other forms of print, and has also sharply changed how the film, recording, and television industries operate. In fact, change is one of the few constants connected to the Internet as technology continues its brisk evolution, providing people with new, different, and often better ways to communicate and conduct business.

Today the Internet is an inextricable part of the fabric of modern society. In 2019, 90 percent of Americans used the Internet as did 97 percent of all people ages 18 to 29. That year, 72 percent of the population used social media. Social networking apps, such as Facebook and YouTube were the most popular type of app used by U.S. smartphone owners in 2019, according to Statista. Around the world, social media has become the key communications channel for political leaders, including U.S. President Donald Trump.

Nearly all aspects of modern life are touched by the Internet. In 2019, an estimated 56 percent of adults streamed digital content. Zety reports that online searching is the preferred method for more than 50 percent of job seekers, according to Glassdoor. However, 70 to 85 percent of jobs are not posted online, based on estimates from Forbes and LinkedIn, respectively. The Internet Ad Revenue Report, conducted by PwC and the IAB, states that in the second half of 2020, revenue reached $57.9 billion.

To support this vast array of commerce and culture, the Internet industry requires workers with wide range of skill sets, personality types, and educational backgrounds. There are opportunities in advertising, business management, content development, cybersecurity, design, finance, hardware and software engineering, human resources, marketing and public relations, quality control, and many other areas.

Technical professionals—such as software engineers, applications developers, network administrators, and programmers—construct and maintain the platforms and networks that enable the Internet and the World Wide Web to operate. They program software for e-commerce, media, games, and all the other services people use online. Workers who design user interfaces and Web sites are Internet developers (also known as Web site developers), Web designers, usability specialists and engineers, and quality assurance specialists. These people perform the bedrock work that keeps the Internet running and makes it accessible and useful. Their work relates in some manner to every kind of Internet service and Web site.

E-commerce workers, such as Internet transaction specialists and Internet store managers, create e-commerce sites, develop financial processing software, set up and run businesses on the Web, and perform other tasks. Additionally, many companies rely on search engine optimization (SEO) specialists to help ensure that their Web sites rank high in search results and promote their business. Digital advertising and marketing workers develop online marketing campaigns and techniques that help sell their products and services.

Security is a major concern online. Billions of financial transactions are made each day on the Internet, all of which have the potential to expose sensitive financial and personal data of companies and individuals. In addition, users are sharing more and more personal information on social media sites and storing it in profiles for online services. Keeping this information private and protected from hackers trying to steal it is one of the biggest challenges the industry faces. Hacker groups also often target the social media accounts and Web sites of major companies or organizations for cyberattacks. All computers and devices connected to the Internet are vulnerable to viruses and other malicious software. Internet security specialists and consultants work to keep the Internet safe by building more secure networks and servers. They also strive to provide protections against threats such as bullying and harassment that cross over with the physical world and to deal with issues such as copyright infringement and digital piracy.

Overseeing and managing Internet business are Internet executives, who plan, organize, and coordinate e-commerce retailers, social media sites, such as Facebook, online media providers, and other digital services. Presidents, chief operating officers, vice presidents, and other high-level workers lead all types of companies from small, start-ups with a handful of employees to billion dollar empires such as Google.

Providing safe, reliable Internet service is essential now that millions of people rely on the Internet for everything from sending e-mail and researching health information to getting directions and buying clothes and much more. Internet companies not only provide services today but must also always look ahead to future needs, new technologies, and innovative ideas.