The growth of UK internet usage is set to continue with research revealing that over 38 million are expected to be using the internet in 2008, up from 36.8 million in 2007.
eMarketer defines an internet user as anyone who goes online at least once every month and it has predicted that more than one million new people will enter the category over the next four years.
The internet market research firm forecasts that by 2012, nearly 70 per cent of the population will be online.
Senior analyst Karin von Abrams noted that usage is becoming more and more complex, stating: "UK residents increasingly use the internet as a tool for social and political action, as well as e-mail, shopping, watching videos and keeping up with the latest news."
Recently eMarketer stated that online advertising is more effective than traditional media because it allows for greater interaction with customers.
