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Nearly One in Three UK Adults Deemed 'Online Savvy'

News, 16 February 2004


Almost one in three British adults -- 13.8 million -- are described as "online savvy" in a study published last week.

According to the Spring 2004 Internet Report by Continental Research, these consumers use the internet to organise their personal banking, download music, plan and book holidays or air travel and buy or sell at auction -- among a wide range of other activities.

The report, now in its ninth year and the latest in a biannual series, monitors UK internet access and usage both at home and in the workplace.

Supplementing continuous tracking data, it includes detailed information concerning online purchasing and online activities carried out over the last twelve months.

It also examines specific sectors including the public sector; take-up and intended take-up of broadband; and use and intended use of new technology. Demographic profiles show that online consumers are still concentrated in what have traditionally been the most sought-after consumer groups (ie young and upmarket).

Observes Continental director Colin Shaddick: "Differences do occur amongst the demographic groups transacting in different sectors online. Most activities have a male bias, apart from supermarket shopping and instant messaging, where women lead the way."

The study, via a weekly in-home omnibus survey conducted using CAPI (Computer Assisted Personal Interviewing) techniques, surveyed a sample of 2,143 UK citizens aged 15+ during January this year.

(The following table/s can be viewed only in HTML versions of the WAMN email. Plain text recipients please refer to WARC website (www.warc.com/wamn/default.asp) to view tables).

 

January 2004

Total UK population
aged 15+
Profile of an online consumer

Male

49%

53%

Female

51%

47%

   

15-24

15%

18%

25-34

19%

26%

35-44

18%

27%

45-54

16%

17%

55-64

12%

9%

65+

20%

3%

 

AB

22%

32%

C1

28%

41%

C2

22%

17%

DE

28%

10%

 

Kids aged 0-15

33%

44%

No kids

67%

54%

 

Broadband

14%

31%

No Broadband

86%

69%

 



Products / services bought / carried out

online during last 12 months

 

% of all with Internet access

Total  online purchasers of each item (millions)

 

Airline tickets

22%

5.8

Banking transaction

20%

5.2

Holiday

17%

4.5

Supermarket shopping

12%

3.1

Downloaded music

11%

3.0

Bought insurance

11%

2.9

Auctions (sold or bid)

10%

2.6

Used instant messaging

10%

 

Listened to the radio

9%

2.3

Played online games

8%

2.1

Video telephone calls

1%

0.4

Placed a bet

1%

0.3

 

Net any online transaction

52%

13.8

 

 

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