Article: UK Consumers Are Doing More Online, More Often, With More Devices

UK internet users have embraced the web and its possibilities like never before, although some demographic groups remain offline.

eMarketer estimates more than 44 million people are online in the UK in 2010 and nearly 70% of all households have broadband access.

“The cultural divide between web users and non-users is widening,” said Karin von Abrams, eMarketer senior analyst and author of the new report “UK Internet Users and Usage: Top 2010 Trends.” “For the majority of marketers, though, this is not a problem; their audiences are online in ever-greater numbers. Moreover, internet users of all ages are increasingly adept at multitasking, connecting with brands on multiple platforms and responding directly to campaigns, promotions and other offers online or via mobile.”

Mobile web use is up sharply in the UK. About 31% of internet users said they went online via mobile phone in 2010, compared to 23% in 2009, the Office for National Statistics (ONS) reported. A further 26% said they accessed the web through a laptop’s wireless connection away from home or work. Men were more likely than women to take advantage of mobile access options.

“Growing numbers of people are using mobile phones, tablets or netbooks to access the internet,” said von Abrams. “Much of this activity still takes place at home, but web users are quickly discovering the entertainment and utility value of being able to network, watch video, read, search, shop and transact on the go.

“E-tailers and brands may struggle to keep up with the demands of this audience as mobile takes a central role.”

The full report, “UK Internet Users and Usage: Top 2010 Trends,” also answers these key questions: How did the UK’s online population change in 2010? Which online activities are most popular? What can we learn from UK consumers’ responses to tablets such as the Apple iPad and Amazon Kindle? How is the UK’s mobile internet marketplace developing?

To purchase the report, click here. Total Access clients, log in and view the report now.

Check out today’s other article, “Could Brands Improve Their Outreach to Bloggers?”

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