UK Lags Behind Europe In Broadband Up-Take
The number of UK households using broadband internet connections is lower than in any other country in Europe, according to the latest research from Nielsen//NetRatings.
The figures released today show that just 9% of UK households have a high-speed internet connection, compared to 39% in Germany, 33% in Sweden and 17% in France, where the overall level of internet penetration is much lower.
Commenting on the findings, Tom Ewing, internet analyst at Nielsen//NetRatings, said: “This time last year 5% of British surfers were using a high-speed internet connection. What we’re seeing here is an improvement, but not much of one. The Government’s target of being the leader in broadband connectivity by 2005 is absurd if you set it against the current rates of growth.”
He added: “This summer we did see a lot of aggressive marketing of broadband, and there are signs that the uptake is rising, but it’ll take more that just advertising to catch up with markets like Germany.”
Recent data from Continental Research suggests that consumer interest in broadband is increasing, with around 700,000 homes planning to upgrade to a high-speed internet connection within the next twelve months. The report shows that of the 10 million UK homes currently connected to the internet, 1.2 million, or 12%, have some form of high-speed internet connection such as ADSL, ISDN or cable (see Research Reveals Growing Consumer Interest In Broadband).
According to BMRB, existing broadband users are predominantly male (58%), under the age of 35 (66%), ABC1 (70%) and long-term heavy internet users (80%). They are also much more likely to make online transactions than the average internet user, with two thirds regularly using the internet to shop and over half choosing to bank online (see UK Broadband Uptake Continues To Rise).
Nielsen/NetRatings: 01865 742 742 www.nielsennetratings.com
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