In February, a report from eMarketer revealed that more than 17 million households in the UK, or 67.2% of the total, will subscribe to various broadband technologies in 2009.
This figure is an increase of almost 6.5% from the 16.1 million UK households using broadband in 2008 (see
Boost in UK broadband use)
In a separate report, eMarketer forecast that would be more than 20 million men online in the UK in 2009 – 51% of the UK internet user population (see Men to make up 51% of UK internet population in 2009).
More women in the UK continue to go online, said the online research firm, which expects slightly more than 19 million to do so in 2009.
G2 Data Dynamics published research which found that UK consumers have become more welcoming towards email communication from marketers (see UK consumers becoming more welcoming towards marketing emails).
G2 found that 57% of consumers agree that email is their preferred channel of communication, with 60% of men veering towards email compared to 54% of women.
A survey from Lightspeed Research and the IAB, meanwhile, revealed that consumers in the UK believe they are most likely to pay attention to online ads from the early evening onwards (see UK consumers more likely to pay attention to online ads from early evening onwards).
While the early evening was the best time of the day for all age groups, the IAB found that for younger audiences there was likely to be a steady increase in their attention to adverts as the day progressed.
The survey also showed that people prefer not to be interrupted with ads when they are watching catch-up TV or movie clips.
The Advertising Forecast, produced by WARC for the Advertising Association revealed that adspend levels in the UK will fall by 4.3% in 2009 at current prices, with the first upturn set for Q2 2010 (see UK adspend levels to fall 4.3% in 2009).
The report found that online is the only medium likely to grow throughout this period, at an average of 9% per quarter, while outdoor and transport will be the first form of traditional media to recover, with growth of 4.3% in Q1 2010.
UBS revised down its global ad spending forecast for the year, with the new estimate putting online revenues at 1.4% growth in 2009, down from 10.4% (see UBS downgrades global ad forecast).
UBS analyst Matthieu Coppet also downgraded 2010’s figure, although only slightly, from 13.8% to 11.2%.
