The average internet user now spends the equivalent of 41 days online each year, compared to 37 days spent watching TV.
According to research conducted by TNS and Google, the average British internet user now spends 164 minutes online each day for personal use, compared to 148 minutes spent watching TV.
The increased usage has seen two thirds of consumers expand their internet hours over the past year, with the largest growth seen amongst young people between the ages of 16 and 24. Men still dominate the online arena, with an average of 172 minutes per day compared to 156 minutes for women.
E-commerce is shown to be a strong driver of growth in internet use, with shopping now one of the most popular online activities. Internet users now spend an average of £446 online each year.
Figures from the Interactive Media in Retail Group (IMRG), show that internet shopping in the UK rose by an almost 50% during the ten week run-up to Christmas 2005, with shoppers spending £5 billion online (see UK Online Shopping Up By 50% Over Christmas).
Commenting on the findings, a spokesperson from Google said: “People have an insatiable thirst for information. The internet is one of the fastest and easiest ways to access and share that information. This is a great opportunity for British business.
“The internet enables companies to target individual consumers with specific goods and services. Search advertising makes it easy for businesses to tailor their advertisements to particular search queries, making the results directly relevant to what people are looking to buy. Technology now even allows businesses to target specific regions, cities and postcodes.”
Those within Greater London are shown spending the most time surfing web pages, with an average of 183 minutes followed by Scotland at 181 minutes. Those in London were also the biggest online spenders, shelling out an average of £517 each year through the internet.
Increased internet consumption has led to a substantial rise in online advertising expenditure. OPera Media predicts online advertising in the UK to grow by 40% in 2006, slowing to 35% next year. By 2010, the value of online advertising is projected to reach £2.3 billion, up from £912 million in 2005 (see UK Adspend To Hit £15 Billion By 2010).
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