We recently saw a shocking study from Pew Research that said a whopping 13 percent of American adults —or 40 million people— still do not use the Internet.

Let’s put this in perspective: That’s enough to fill the Rose Bowl (which seats 92,542 people) over 432 times.

How on earth is this possible?

Age could be a big determining factor, as most people who claimed they do not use the Web are 65 or older. According to the report, additional factors included costs and availability. Household income and education could also play a role in keeping people offline. The study shows that about one third of adults with less than a high school education do not use the Internet. What’s more, adults from households earning less than $30,000 are eight times more likely to not use the Internet.

Interestingly, the report mentions how rural Americans are twice as likely as urban Americans to not use the Internet. This speaks to the widespread broadband shortage which exists outside of major metropolitan areas.

The good news, Pew explains, is that over time the offline population has been shrinking. In 2000, 48 percent of U.S. adults claimed they did not use the Internet.

Here’s one more point to consider, too:

This study is proof that that while cord cutting is a major problem, there are still many people who do not—and will not—use the Internet. So it’s important to keep offering traditional pay TV services to customers.

What are your thoughts on this study?