ABs Embrace The Internet, Says VIPer

A much higher percentage of the affluent in the UK are likely to have internet access at home than the national average, but the AB’s uptake of digital TV seems to mirror the rest of the nation, according to the key findings of the 6th wave of VIPer research.

Despite having the disposable income to afford new technology, only 25% of this group have DVD players, and 39% digital TV, the latter statistic more or less echoing the level of penetration digital TV has achieved across the population as a whole.

However the research, carried out in the summer of this year, found the exception to this to be the internet. 88% of VIPers have access to the internet, compared to 65% when the first wave of research was carried out in Spring 1999. Furthermore the internet was found to be in the homes of 74% of respondents, compared to 42% when the survey was begun. This shows a considerable contrast to the at-home internet for the whole population, reported by OFTEL recently, which showed that only 39% of all UK homes have internet access.

Online VIPers were found to be most likely to visit travel related websites. Books, education and financial web destinations were also popular. Over half of this group have embraced e-tailing as well, with 54% having bought something online.

VIPer: 020 7393 2400 www.viperresearch.com

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