[London, ENGLAND] The Internet is now used at least once a
month or more by a quarter of the U.K. population, according
to figures published Friday by
The survey put questions to 65,000 Internet users in an
online poll, combining the results with those from an
offline poll of 2,000 people. The comparison enabled
researchers to check how representative the online
sample was of the U.K. population as a whole.
Growth of Internet usage has been steady rather than
explosive in the U.K., up from 15 percent in December
1998 to 21 percent in May 1999, to 24 percent in
November 1999 and topping 25 percent in May this year.
Forrester says that the total number of people with
Internet access in the U.K. is now 19 million, of
whom between 11.2 million and 12 million are regular
William Reeve, group director of European Data
Products at Forrester, said that access to work had
been an early driver to growth, but home use now
accounts for 74 percent of Web use in the U.K. —
up from 66 percent in November 1999.
“Subscription-free ISPs continue to drive adoption,
and their profile and awareness is clearly visible
in Web users’ behaviour. For instance 56 percent
of users now see their ISP’s chosen homepage when
they first go online, up from 47 percent in November
1999, 38 percent in May 1999, and 24 percent in
December 1998,” said Reeve.
The fastest-growing group of Internet users in the
U.K. is now blue-collar and manual workers, almost
doubling since May 1999. Known in the marketing
world as “C2Ds,” 15 percent use the Internet
regularly, still well short of the 39 percent
of “ABC1s,” but catching up fast.
So who is the typical British Internet user?
According to Forrester he is a male 35-year-old
Londoner with a degree, a mortgage, and an income
of £22,000 ($33,000). He buys CDs, music,
videos and DVDs online, but not much else.
Full details, rounding out the picture, can be
found in the latest U.K. Internet User Monitor
from Forrester Research.