The top web destination for Brits at work is Google. com, according to Jupiter MMXI’s first monthly report on internet use in the UK workplace. The new series supplements Jupiter’s ‘at home’ measurement reports, published in the UK since October 1999.
Taken together, claims the US-headquartered company, the two reports furnish “a complete picture of the online trends and behaviour of the 18.3 million people who use the internet in the UK each month from home or from work”.
The UK work panel represents a “significant” investment with months of research and testing of the tracking software now installed on panel members’ PCs. Jupiter claims the 8,300-strong ‘at work’ panel is representative of the British office population as a whole. Not least among the pre-launch problems were privacy concerns, both at corporate and personal levels.
The first study shows that Britons at work mirror the surfing habits of their ‘at work’ counterparts in the US, Australia and Sweden, the biggest growth categories in ‘Reach percentage’ being: Business-to-Business; Business and Finance; Careers; Directories and Resources; Education; Entertainment; Government; Search and Navigation; Services; Technology and Travel.
In the latter category, many sites experience an increase in reach%, with Easyjet.com, Lastminute.com, Expedia.co.uk and Ryanair.co.uk all attracting more visitors. Go-fly.com moves up from fourth position to second place behind category leader, Lastminute.com. There is also considerable use of banking and finance sites, with Lloydstsb.com, Egg.com, Barclays.co.uk, Nationwide.co.uk and HSBC.co.uk topping the list.
Among all users – at home and work - the top ranking search engine is Google.com, supplanting Askjeeves.co.uk, the favourite site among ‘at home’ users. In the News and Information category, bbc.co.uk extends its lead on the sector from 17.8% at home only, to 24% reach in the combined report. All news sites experience growth in traffic as the working day progresses, with Guardian.co.uk, CNN.com, Ananova.com, The-Times.co.uk and Telegraph.co.uk registering the biggest numeric growth in unique visitors.
Comments Jupiter international research director Jonathan Jephcott: “The release of combined work and home data provides the media industry with the information they have been asking of us for sometime. It increases the overall size of the internet landscape, and this is reflected in all the figures we have released. The results show that there are clear differences in how the web is used at work, both in terms of the most popular sites and the amount of time spent on them. The similarities between work and home usage are also remarkable. Internet users clearly log on to the same sites wherever they choose to access the web. The research underlines the power of having a strong, recognisable brand and a good service or product offering so people stay loyal to your website.”
News source: Daily Research News Online