Web use on the increase

Category: Ecommerce

July 4th 08, 11:18

Internet use is rising among British consumers, new research has revealed.

Nearly three-quarters of adults access the internet in a typical week, with 63 per cent doing so from home and 38 per cent from work, according to the latest TouchPoints study by the Institute of Practitioners in Advertising (IPA).

The report also indicated that Google is the most popular online destination for Britons, followed by the BBC, while the overall amount of time spent on the web per day is rising, increasing from 45 minutes last year to 1.07 hours at present.

Banking and finance websites are the most used by Britons, as well as news and map sites. Furthermore, books, CDs and DVDs are the most purchased items online, with 72 per cent of respondents having shopped on the web for products and services via e-commerce sites in the past.

Despite this, the research also suggested that traditional media forms like newspapers are still being used by many Britons.

Jim Marshall, chairman of the IPA Media Futures Group, said: "Although internet use is growing rapidly, traditional media, particularly television, are still holding their audience levels."

The report follows recent research from Nielsen Online, which suggested that Britons spent nearly 34 billion minutes on websites and related applications every month during the last year.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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