- Home internet users in the UK outnumbered business users for the first time in May this year, according to new research.
The research conducted by research company BMRB found that five and half million users, representing 12.1 per cent of the adult population in the UK have used the Internet in the last six months and that 40 per cent or 2.2 million have used it at home -- compared with 36 per cent or 1.9 million at work.
BMRB claims it found, through the use of cluster analysis, that 36 per cent of web users were classified as acceptors of advertising. This it is said compares against 28 per cent who were classed as rejectors and 36 per cent classed as uninvolved.
Patrick Diamond associate director at BMRB argues that the combination of the growing number of people accepting advertising and home users outstripping business users for the first times finally makes the web a viable advertising medium.
The research says that home useage is driven by email with 76 per cent providing this as the main reason for connection. Exploration of the web was the second most popular reason for connection at 70 per cent.
BMRB found that 92 per cent of home users have used the web, each visiting an average of 10 sites in the last month. It found the most popular sites were music at 51 per cent, news sites at 45 per cent, sport sites at 38 per cent and travel sites at 33 per cent.