UK Internet Population Grows One Fifth In Six Months

The number of residential internet users in the UK has risen by 17% in the past half year and once logged on, people are spending more time online than ever before. In addition to this, the idea that most users are young ABs no longer holds true. These are the latest findings of research company MMXI Europe, which says that advertisers who study trends in internet usage could find new opportunities.

The research shows that in October 1999 the number of at-home users in the UK was 7,820,000. By March the figure was 9,209,000, while time online had increased from 257 minutes per month in October to 276 in March- up 7%. In addition it was found that while the age group with the largest number of users is 25-34 year olds (24% of total users), 35-44 year olds, who make up just over 20% of users, spend more time online- 331 minutes per month compared to the 271 minutes for the 15-34 year old age range.

MMXI has also revealed that the dominance of upmarket users is declining. 35% of users in March were AB’s, compared to 39% six months previously. Meanwhile the number of C1 and C2 users rose from 30% and 14% respectively in October to 33% and 17% in March.

Mari Kim Coleman, MMXI Europe’s managing director commented: “If you’re doing business on the internet, it is crucial to understand the behaviour of consumers to be successful. Being able to look at trends over time allows companies to strategically position themselves within the industry.”

MMXI: 020 7734 8733