Consumers continue to use old media to find information about the internet, according to new research from the Telegraph Group. More than half of respondents said that they were as likely to ask friends or consult newspapers to find out information on the internet as they were to use the net itself.
Newspapers were the biggest source of information, with 70% of consumers referring to the printed page for the latest online news. A smaller proportion (45%) looked at magazines for internet information and broadcast media was bottom of the list with TV and radio used by 20% and 10% of respondents respectively.
Online spend was up, with 62% of internet users buying goods or services through the internet, spending an average £650 each year. The most visited e-commerce sites were Amazon, Tesco, Lastminute.com, easyjet, trainline, Egg, Barclays, WHSmith and Virgin Trains.
Online banking was one of the biggest growth areas, with almost 40% of respondents claiming to have taken up its services, but the mainstay of internet usage remains email, with 90% of respondents having used it. Security fears still hinder online transactions and brand recognition is a critical factor in purchase decisions.
Chris White Smith, display ad director at the Telegraph Group, said: “The latest research shows that consumers are using the internet more. Although they still remain cautious in disclosing financial details over the net and prefer traditional media and personal recommendations for increasing internet confidence and savvy.”
