Research Shows The Internet More Popular Than TV

The average internet user now spends the equivalent of 41 days online each year, according to research by TNS, outweighing the average amount of time spent watching TV.

The statistics were gathered in partnership with internet search giant Google, and underline the increasing importance of online media to Britain’s consumers.

According to the findings, the average British internet user now spends 164 minutes online each day for personal use, compared to 148 minutes spent watching TV, the equivalent of 37 days each year.

The increased usage has seen two thirds of consumers up their internet hours over the past year, with the largest growth seen amongst young people between the ages of 16 and 24. Men still dominate the online world, with an average of 172 minutes per day compared to 156 minutes for women.

E-commerce is shown to be a strong driver of growth in internet use, with shopping now one of the most popular online activities. Internet users now spend an average of £446 online each year.

A spokesperson from Google explained the rapid growth in the popularity of the internet, stating: “People have an insatiable thirst for information. The internet is one of the fastest and easiest ways to access and share that information. This is a great opportunity for British business.

“The Internet enables companies to target individual consumers with specific goods and services. Search advertising makes it easy for businesses to tailor their advertisements to particular search queries, making the results directly relevant to what people are looking to buy. Technology now even allows businesses to target specific regions, cities and postcodes.”

Those within Greater London are shown spending the most time surfing web pages, with an average of 183 minutes followed by Scotland at 181 minutes. Those in London were also the biggest online spenders, shelling out an average of £517 each year through the internet.

Google: 020 7031 3000 www.google.co.uk