UK's Growing Confidence on the 'Net

Nearly a third of UK adults (13.8m) are 'online savvy' consumers using the Internet to buy airline tickets, download music, buy and sell at auction and/or organise their banking, according to a report from Continental Research.

Continental's Spring 2004 Internet Report is the latest in a 6-monthly series stretching back 9 years, monitoring UK Internet access and usage at home and in the workplace. As well as continuous tracking data, the latest report includes detailed information concerning online purchasing and online activities carried out over the last 12 months. It also looks at specific sectors including the public sector; take-up and intended take-up of broadband; and use and intended use of new technology.

Products/services bought or carried out online in last 12 months

Products / services bought or carried out online in last 12 months
	% of all with Internet access	Total number of 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
Base all with online access 1,106

 

According to Continental's 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'. Detailed tables concerning this are included in the report.

Demographic profiles show that online consumers are still concentrated in what have traditionally been the most sought-after consumer groups (ie young and upmarket).

	Total UK population aged 15	Profile of an online consumer Spring 2004
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%

 

The report is based on 2,143 face to face interviews with UK consumers aged 15+, conducted in-home using CAPI between 16th and 20th January 2004. The cost is £150 + VAT. More information is available from colin.shaddick@continentalresearch.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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