CAMPAIGN-I: Which?Online finds web is ’not relevant’ to 15m adults

The e-revolution might be the biggest thing on the agenda for both the Government and the business world, but there are still more than 15 million adults in the UK who have no intention of going online in the near future.

The e-revolution might be the biggest thing on the agenda for both

the Government and the business world, but there are still more than 15

million adults in the UK who have no intention of going online in the

near future.



Despite growing popular enthusiasm for the internet, a recent survey

conducted by MORI for Which?Online found that a large proportion of the

population felt that the web was irrelevant to their needs. The costs of

getting online and surfing the web also proved to be a very real barrier

to entry, according to the head of Which?Online, Paul Kitchen.



’If you think of the amount of money that is being spent both online and

offline to promote dotcom brands, it should be a worry for marketers

that such a sizeable percentage of the population is still offline,’

Kitchen said.



He added that the results showed little scope for growth in PC web

usage, and that the uptake of web access through new technologies such

as WAP and interactive TV would be the main growth factor in UK web

use.



’I was really surprised to see that one in 14 web users have accessed

the internet through a WAP phone or interactive television,’ he

commented.



’This is an indication of where web access might be coming from over the

next few years.’



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