Research Reveals UK’s Biggest Computer Users
New research from Nielsen//NetRatings reveals that 18-34 year old women account for 18% of all active online Britons.
It adds that one in four Britons online is at least 50 years old, with 1.7 times more 50+ year olds than children under 18 active on the internet.
Nielsen//NetRatings also says that the UK internet population is split almost equally between males (51.5%) and females (49.5%).
There are twice as many women aged 18-34 than girls under 18 or women 50+ active online, says the internet media and market research group. In contrast, amongst males active online, the 50+ age group is the most prevalent; for example, there are twice as many men aged 50+ than boys under 18 active online.
Alex Burmaster, European internet analyst, Nielsen//NetRatings, said: “The internet is no longer dominated by young male adults. Times have changed considerably and many will be very surprised to see that women aged 18-34 are now the most prevalent group online and that a quarter of the online population is at least 50 years of age.
“Companies who understand this composition when providing services or content through the web or simply advertising online will maximise their chances of success in the Internet of the future.”
Women aged 18-34 account for 21% of all time spent on computers by Britons. Ie, for every hour Britons spend on computers, 13 minutes are accounted for by 18-34 year old women.
Under 18s account for just 4% of all UK computer time – or two minutes of every hour Britons spend on computers. 18-34 year olds are the most active – spending around 60 hours a month on their computer – under 18 year olds are the least active, spending around 16 hours.
“There is little doubt we are entering a new era of the internet. The results of the research, showing young adult women now account for 27% more of total UK computer time than their male counterparts, indicates how the Internet landscape is shifting; a shift which is sure to send shockwaves through the entire online industry.”
Nielsen//NetRatings: www.nielsen-netratings.com