Feature: Creating A Nation Of Internet Users
UK home internet access increased from 7.6 million homes to 9.3 million homes during 2001, according to Continental Research. However, the rate of internet uptake is showing signs of slowing and indications are that unless the Government addresses who, as well as how many, are using the web, it could have difficulty in getting the majority of the population online by 2005 as planned.
According to NetValue, around 15.9 million people accessed the internet from home during March 2002, an increase of over 3 million on March 2001 and up more than 6 million on March 2000. Students were the heaviest at-home internet users during the month (see below), accounting for 20.3% of the total online population, followed by professionals (15.6%) and other white collar workers (13.9%). However, at-home internet usage during March was significantly lower among manual workers (7.6%) and the retired (8%), which, according to Colin Shaddick of Continental Research is indicative of a long-term trend that could hamper the Government’s UK Online initiative.
Comparision of NetValue’s March data for the last two years shows that at-home internet usage among manual workers has fallen by 3% since March 2000. Usage among those aged 65 and over has also been notably low, with the category consistently accounting for less than 6% of the total internet universe (see below), compared with 35-49 year-olds, which hover around the 30% mark and 25-34 year-olds at around 20%.
Shaddick argues that “considerable barriers” exist preventing certain demographic groups from getting connected to the internet. He says that manual workers and adults over the age of 65 have little or no exposure to PCs or the internet and need to be given considerable encouragement if the Government is to succeed in creating a nation of internet users.
Danny Meadows-Klue of the Internet Advertising Bureau acknowledges that there are gaps in the level of internet uptake, but is convinced that the majority of the population will be online by 2005. He says: “The web has seen consistent monthly audience growth over the last few years and is rapidly becoming a part of everyday life. It only moved beyond the sphere of the early adopters in 1998 so there is bound to be some demographic inequality.”
He adds: “Internet uptake has traditionally been skewed towards wealthy males, those with a higher level of education and younger people. However, over the next few years the Government will address these issues and the internet will have a much broader appeal.”
According to Meadows-Klue, the internet already offers advertisers access to a key cross-section of society, allowing brands to communicate with affluent professionals and the elusive youth audience. He says: “The internet already takes around 1.2% of the total UK ad spend, making it bigger than cinema, but this is just a drop in the ocean. Brands are migrating online because of the medium’s ability to communicate directly with consumers and target specific demographic groups.”
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