Seems to me like this all depends on having 'high speed' internet as well. While it's true that 23% of the market has no internet connection at all, it's also true that upwards of 30% of the population that DOES have 'high speed' internet has a connection that is 2 Mb/s or less, and 5% is less than 256Kb/s. (
source)
With the bandwidth requirements of the games getting ever higher, it means that potentially up to half the market can't take advantage of the capability.