Almost 20 million people in the UK have access to the internet from work, school or college, an increase of seven percentage points over the last five years, according to Continental Research’s Spring 2005 Internet Report.
The research reveals that those who use the internet from work, school or college are younger and very white collar, with 81% ABC1 compared to 62% of the total working population.
Continental shows that the incidence of home internet usage is considerably higher in white collar (ABC1) households, at 68%, indicating the office environment has proved an excellent training ground to give these households a head start familiarising themselves with the online environment.
According to telecoms consultancy Ovum, broadband in the UK is available to 96% of households, with more than six million people already subscribing to the medium (see Just 4% Of UK Homes Now Outside Broadband’s Reach).
The dramatic uptake of broadband has fuelled online advertising expenditure, with Starcom UK revealing a year on year increase of 52% to £507 million (see UK Online Advertising Enjoys Dramatic Growth).
Starcom showed that one in four people go online everyday and 49% of all internet use is via broadband, with heavy promotion and advertising campaigns by service providers resulting in broadband enjoying a 81% increase year on year.
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