Internet Population Increases By 10 Million

The study shows that the US continues to have the largest internet population, with almost 30% of the total audience based in that country. Europe accounts for 23% of the global internet population, ahead of Asia and the Pacific with 13%. The United Nations estimates that more than 650 million people worldwide will be online by the end of 2002 (see World Internet Population Continues To Rise).

Worldwide Home Internet Users Q3 2002
Region	Total (m)	% Of World Internet Population
US	167.1	29.7
Europe	129.5	23.0
Asia & Pacific	75.0	13.3
Latin America	14.0	2.5
Other	177.4	31.5
World	563.0	100.0
Europe covers: France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, UK
Asia & Pacific covers: Australia, Hong Kong, Japan
Latin America covers: Brazil
Source: Nielsen//NetRatings, November 2002

The study also examined online buying habits in ten key markets and found that UK users were the most enthusiastic internet shoppers. 70% of people who browsed online for products or services in the UK in the third quarter went on to make a purchase. However Sweden, with 42%, has the highest proportion of retail site browsers and the Netherlands has experienced the fastest growth in the last twelve months.

“eCommerce continues to gain momentum in many countries, as the adult population has increasingly browsed for and purchased products online in the past six months,” said Richard Goosey, international chief of measurement science at NetRatings. “Web sites in the Multi-Category Commerce sector attracted a record proportion of European users in both August and September of this year.”

“More than 44% of European surfers visited a site in this sector in September. The sector growth continues to suggest that European eCommerce might still enjoy a record-breaking Christmans despite the economic downturn.”

Online Shopping Activity In Past Six Months, By Country
	% Of Internet Users		% Of Browsers
Country	Who Have Browsed For Products	Who Have Purchased Products	Who Have Purchased Online
UK	32	23	70
Sweden	42	26	61
Australia	32	18	56
Germany	24	13	52
Netherlands	34	17	51
France	24	11	47
Hong Kong	16	7	42
Brazil	14	5	39
Italy	15	5	35
Spain	11	4	35
Source: Nielsen//NetRatings, November 2002