Leisure Sites Grow in Popularity Among Online Brits

08 February 2002

Around 18 million Britons are now online, according to BMRB’s Internet Monitor, with increasing numbers using the internet for leisure-related activities.

The proportion of surfers hitting websites for “business purposes” fell from 43% to 40% in the year to November, says the survey, while those scouring the net for school or college work tumbled from 42% to 36%.

On the other hand, web-based leisure activities (such as travel, entertainment and sending messages to friends) are increasing as motivations for going online. Recording particularly rapid growth in this sector was game playing, a pastime enjoyed by 31% of respondents in November 2001 compared with 25% a year earlier.

In addition, shopping and financial services sites are growing in popularity. The proportion of surfers visiting an e-tailer rose from 57% to 68%, while those going to online banking destinations jumped from 29% to 41%.

BMRB suggests that lying behind these trends is a change in the profile of internet users, not least the increasing online presence of women and over-45s.

Data sourced from: Daily Research News Online; additional content by WARC staff