UK internet trends

Some trends and statistics to bear in mind:

• The UK is far ahead of other European countries in terms of online spending, and online spending peaks amongst 35-54 year olds

• Few visitors click on online ads (c.5%) but online ads do increase awareness

• Sending email via mobile phone has increased significantly over past 6 months (Blackberry effect)

• Those who use mobile internet see it as useful but not particularly easy to navigate nor an enjoyable experience

• People still spend (a little) more time per week watching TV than using the internet (personal use). Age is a significant factor here, with 16-24’s spending more time online (personal use) than watching TV.

• Users spend more time watching TV, online, listening to radio, reading paper newspapers or playing video games than they do reading paper magazines each week

• Personalization of portals is yet to take off - 50% have never tried to, and only 18% have and use it frequently

• 15% say they use social networking sites everyday

• Downloadable music is the most popular paid-for content (25% have). 4% have paid to download TV programmes (rising to 8% of 15-24 year olds)

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