The increasing popularity of broadband is inspiring consumers to use the internet in a multitude of ways, with users embracing online activities, according to Continental Research’s Spring 2005 Internet Report.
The report shows that 6.6 million homes currently subscribe to broadband, with a further 1.5 million forecast to join that number in the next six to 12 months
The number of UK homes with internet access now totals 13.4 million, an increase of 3.1 million from 2002. The vast uptake in broadband has fuelled online activities, with 50% of broadband users checking their bank statements online over the last 12 months, compared to 35% of non broadband users.
Instant messaging services were used by 35% of broadband users, as opposed to just 16% of those without, while 38% of surfers with high-speed internet downloaded music, compared to 14% of those using dial-up.
Almost 30% of broadband users listened to internet music sites and 24% played computer games online. Elsewhere, only 8% of users were shown to download films or TV programmes and just 8% gambled online.
Commenting on the findings, Colin Shaddick, director at Continental Research said: “The biggest impact on the internet industry is how broadband consumers have embraced online activities.”
Shaddick continued: “Encouraged by this faster form of communication plus online websites and services now being more consumer orientated, broadband users are in most instances twice or more likely to carry out online activities than non broadband internet users.”
Broadband has also significantly boosted online shopping habits, with the most popular items purchased being CDs, DVDs, books and airline tickets. The number of people making purchases of most items has nearly doubled over a two year period demonstrating that online purchasing is starting to come of age.
CDs and DVDs are bought online by 40% of broadband users, according to the report, while 36% purchase books or magazines via the internet and 30% obtain airline ticket through the medium.
Recent data published by internet research specialists Nielsen//NetRatings Travel revealed that travel websites attracted 2.2 million more European women in February 2005 compared to the same period last year, enjoying a 23% year on year increase (see Travel Websites Attract 23% More European Women In February 2005).
Women now account for 44% of visitors to travel websites, compared to 36% in 2004, with Sweden, the UK, France, Spain, Germany, Switzerland and Italy all experiencing growth.
Shaddick said: “Here again the differences between broadband and non-broadband homes are significant. It will be interesting to see how this affects the high street, as the next few years should see considerable growth in online shopping.”
He added: “Talk of investor confidence returning to the online sector looks to be well founded. We shall also expect to see an increase in online advertising, with brands looking to engage these savvy consumers in increasingly creative ways.”
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