29.3 million people in the UK are now online as of June 2005, a half-year increase of 1.2 million users according to recent NOP World figures. When you consider that this is more than half of the population, it is clear that those accessing the internet are not are not just one demographic group. The image of the internet as merely the domain of young men is out of date.


Broadband internet, in particular, has transformed how we work, play, communicate, gather information and shop. Three-quarters (71%) of all Britons online are connecting through broadband according to BMRB, an astonishing figure up 45% on the same time last year.

"Broadband may herald a tipping point in the internet's importance as it shifts almost unnoticed from the periphery of people's lives to their centre" - Broadband Britain; the end of asymmetry - Demos

Since the absorption of broadband, people are visiting an increasing variety of websites for an ever-broadening range of activities. There is a consistent thread of importance placed on the internet by the majority of those who use it - 75% of people go online everyday according to the IAB/ RAB media consumption study, but why they go online and what they do varies from person to person and is dependent on age, gender, occupation, and interests.

Advertisers increasing their online budget need to have a greater understanding of their online audience's behaviour, to ensure the right people are viewing and interacting with their campaigns.

Download our white paper 'The Buzz on Online Behaviour' below to learn more.

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