Online audience

The Online audience

• 62% of the British population is now online
• In the last year, internet use has risen by more than 9% to 29.3m (NOP World, 2005)
• 73% of internet users have been online for 3 or more years (TGI.net, 2004)
• The online audience is now far more representative of the population as a whole

Broadband

• The take-up of broadband is continuing apace, 80% of home users are now using a broadband connection compared with 49% a year ago. (BMRB, 2005)
• Net usage has risen dramatically over the past few years, with surfers now spending an average of 23 hours a week online. (YouGov, 2006)

Online behaviour

• As people become more experienced online, they are visiting an increasing variety of websites for a broadening range of activities
• Whilst the internet is now a mass reach medium, diverse surfing habits mean that it is equally effective at targeting niche audiences