Objectives

Which? Online has conducted an annual survey on the subject of the Internet since 1998. This years
report is therefore the fifth of its kind. The main objectives of the survey are to track changing usage
habits over time and to monitor evolving attitudes towards the Internet.
This year we set out to explore the following aspects:
? Current user profile and whether this has changed over time
? How often the Internet is used and what its used for
? Attitudes to and usage of the Internet at work
? Users favourite aspects of the Internet and areas for improvement
? Level of online shopping and attitudes towards e-commerce
? How the Internet is accessed and interest in new ways of getting online
? Interest in and usage of Broadband services
? Intentions of non-users and key reasons why more of them arent already online
? General attitudes held by the British public about the Internet

Methodology
Ipsos-UKs Capibus service interviewed 2053 members of the British public aged 15+ between 19th
25th April 2002. Interviewing took place in respondents homes using Computer Assisted Personal
Interviewing (CAPI). 180 sampling points across Great Britain (NB. Does not include Northern Ireland)
were used to ensure a nationally representative sample. Within each sampling point quotas were set
on age, sex and working status so that overall the profile of the sample matches the actual profile of
the country. Lastly, to correct for any minor deviations in the sample profile, data was weighted for
age, social grade, region and working status all within sex. Therefore the data within this report can
be taken to be representative of all GB adults aged 15+.
Capibus
Capibus is the omnibus service of IPSOS, one of the leading companies in the international market
research field. Capibus was launched in 1992 and has developed into a truly global service with a
wealth of experience to call upon.
Capibus GB is a weekly service, contacting a nationally representative sample of 2000 adults aged
15+ face-to-face in-home using the TOP CAPI (Computer Assisted Personal Interviewing) system of
data collection.

Summary of Key Findings

User Profile
As predicted, this year has shown a marked slow-down in the growth of the Internet. To illustrate this
point, the Internet population grew by 33% between 2000 and 2001. In the last twelve months it has
increased by just 11%. Of course, this still means that more people than ever are using the Internet,
four in ten British adults now have access. This equates to almost 19 million people.
In many respects the profile of Internet users has not changed dramatically in the last year. Women
are still holding their ground but have not significantly increased their share over the last 12 months,
meaning that the user base continues to have a slight male bias. Similarly, as take-up rates this year
were similar across all the different social grades, the perception of the Internet as an upmarket
resource holds true. Seven in ten users are currently ABC1s.
Nevertheless, some changes are also apparent. Notably, the rate of take-up was actually highest
among the over 55s this year. The proportion of this age group online has risen from 12% to 17%, an
increase of more than 40% on last year. However, despite the noticeable rise in interest levels among
this notoriously technology phobic generation, the so-called silver surfers continue to be underrepresented in the Internet population and currently only account for 14% of all users.
About the Users
The key outcome of a downturn in Internet growth is a more mature online population. Newcomers to
the net now only account for a fifth of all users when previously they have made up around a third of
the market.
With a more experienced user base we would expect longer surfing sessions and this does indeed
seem to be the case. The average user now spends seven hours a week online, a significant rise on
last year.
This pattern of increased usage is likely to alarm those already concerned about the amount of time
we spend in front of PCs. However, to put this into perspective, the majority (80%) of surfers are online
for no more than ten hours a week and could hardly be classified as net junkies. On the other hand,
there is a growing proportion of users who like to spend serious amounts of time surfing. Nine percent
of all users and almost one in five of the most experienced users now use the Internet for more than
twenty hours a week.
However, the overall rise in time spent online is not only related to the more mature profile of users.
The increased popularity of subscription based unmetered access packages, now used by four in ten
surfers, is also likely to have played a part.
Interestingly, although surfers are now spending longer than ever on the net, the actual number of
sites visited has not increased dramatically. On average, thirteen different sites are looked at each
week. Perhaps this is not that surprising as a more established online population will have more
experience and knowledge about which sites they prefer and trust and therefore may not be as
experimental.
Despite last years negative take on e-mail, it appears to be in favour again with the nations surfers. It
is once more the top reason for connecting to the Internet, both at home and at work and is the

favourite aspect of more than one in five surfers. Most workers with Internet access also give credit to
e-mail for improving communications at their place of work.
Over the last year, there has been much speculation about how the Internet is used at work, in
particular for personal reasons. This survey suggests that the three main uses; e-mail, education and
research and information seeking on news, travel and leisure, remain the same wherever the point of
access. However, the range of activities carried out outside of these main areas is much more limited
at work. Whereas home users are increasingly likely to experiment with other online pastimes such as
banking, shopping and downloading music, few work users do the same.
However, this reluctance to participate in other online activities at work is certainly not guilt related.
Nearly three quarters of those with Internet access at work use it for personal reasons but only 14% of
them feel guilty about doing so! It may have more to do with security concerns (37% said they worried
about this when using the Internet at work) or simply a factor of the time available.
As predicted, the issue of speed is less pertinent this year as Broadband has become more widely
available and recognised. Even so, it is still the most common area that surfers would like to see
improved (mentioned by 27%). The cost of being online is however of growing concern among the
Internet population.
Shopping Online
The future of online shopping looks rosy. Last year, almost half of Internet users, or close to nine
million people made an online purchase. Whats more, surfers appear keen to make the most of the
growing range of items now available on the net. The average online shopper purchased between two
and three different types of product online last year.
Add to this the fact that surfers have shown significantly more interest in retail sites this year (more
than one in five now visit these frequently) and at the same time are less concerned about using credit
cards online and the outlook looks pretty positive.
However, despite lower levels of concern, the issue of credit card fraud is not yet completely out of
mind. Four in ten surfers still agree that it is not safe to use a credit card to buy things on the Internet.
Similarly, most users remain in favour of independent certification of websites.
Mode of Access
The very limited Internet service currently available via WAP-enabled mobile phones does not appear
to have hindered the growth of this technology over the last year. Eleven percent of Internet users now
have the option of connecting to the Internet or e-mailing while on the move. This time last year just
six percent of surfers could do the same. However, the growth of WAP may have been fuelled more
by the fact that more and more phones come with this option as standard as opposed to an insatiable
desire for the mobile Internet.
Indeed, levels of interest in this mode of access are flagging. Six in ten Internet users have no
intention of ever using a mobile phone to access the Internet and most find the idea of e-mailing,
banking or searching for information on a mobile wholly unappealing. Well have to wait and see
whether the introduction of 3G phones in the not too distant future can re-capture the publics
imagination for this method of access.

Internet access via Digital TV has also failed to live up to expectations and has grown modestly over
the last year. One in ten Internet users has the technology, the same proportion as last year, but it is
debatable as to how many actually use the facilities they have. Only four percent of surfers actually
said they had accessed the Internet via their TV in the last twelve months. Furthermore, the collapse
of ITV Digital has really put pay to any major development in this area in the near future.
Falling prices, increased coverage and higher levels of awareness have prompted significant numbers
of surfers to swap from a conventional Internet connection to a high-speed one. Thirteen percent of
Internet users now have this technology, almost twice as many as last year (7%). However, even with
these increases we are still a long way off the Governments vision of a Broadband Britain. Levels of
interest in future take-up of Broadband are also dropping a third of Internet users say that they are
unlikely to ever start using it. Cost is undoubtedly a key barrier to take-up. For many Internet users a
Broadband connection would simply not make any financial sense at present.
About the non-users
Opinions among the sizeable proportion of the population not yet connected to the net have not
shifted greatly over the past year. Six in ten non-users (or a third of the population) make up a fairly
resilient core who show no interest in ever getting connected and who vehemently deny that they are
missing out on anything by remaining offline.
The likelihood of future take-up decreases sharply with age. Only eight percent of the over 55s not yet
connected expect that they will ever get online. Many of these older rejectors simply cannot see how
the Internet would be of any relevance to them (although many do not actually know what it is used
for!), indicating that the industry has really failed to connect with this group.
Cost is of rising importance and is the key barrier among those most keen to get online. On the other
hand, an understanding of the technology involved has become more widespread and is now less of a
hindrance than it once was.
General Attitudes
This year, we may well have seen the start of some interesting shifts in attitude towards the Internet.
Firstly, the Internet is now seen more than ever as a fundamental part of 21st century living. Seven in
ten adults feel that it is a part of everyday life a significant increase on last year. Secondly, fears
over Internet security appear to be subsiding slightly. The proportion of the population wary of using
credit cards online has fallen and there is less sense of need for Internet regulation than in previous
years.
In terms of the impact of the Internet on society, opinions are divided. The general public tends to
agree that we talk to each other less now that we have the Internet, although surfers themselves are
not necessarily of the same opinion. There is also a widespread perception that children are missing
out on certain aspects of life by spending too long online. Almost two thirds of the population are in
agreement on this matter. However, the net is also seen in a more positive light by at least half the
population who feel that it makes society more equal by giving everyone access to information.

Usage by Sex
There has been little change in the gender profile of Internet users over the last year. Men still account
for just over half of all users (54%). Compared with figures from the late nineties, when two thirds of
surfers were male, this is a much more balanced profile.
However, although the gender gap has indeed narrowed over time, a higher proportion of men
currently have access to the Internet (44% compared to 36% of women).

Base: All Internet users (n=777)

Male
54%
Female
46%
Usage by Age
Interestingly, levels of growth were highest this year among the over 55s. The proportion of this age
group online has risen to 17%, an increase of 40% on last year. However, these so-called silver
surfers remain under-represented in the market and account for just 14% of all Internet users.
In comparison, although recording lower levels of growth, under 35s still make up almost half (46%) of
all users. This means that over half of this age group (55%) are now online.

Base: All Internet users (n=777)

15-34
46%
35-54
41%
55+
14%
Usage by Socio-economic group
Despite attempts to make the Internet more freely available to all sectors of society, it remains a very
upmarket resource. Seven in ten surfers can be classified as ABC1.
The trend over the last five years has seen a gradual rise in the number of C2DEs getting connected
to the Internet as well as high levels of year on year growth among this group. However, this year the
figures have remained static and rates of growth are similar across all socio-economic grades.
Just over a fifth (22%) of C2DEs are now online, a substantially lower proportion than the 57% of
ABC1s who currently have Internet access.

Base: All Internet users (n=777)

ABC1
71%
C2DE
29%

Usage by region

There is little evidence of the regional divide narrowing. In fact, the rate of take-up over the last year
was actually highest in the South. Approaching half of all surfers (47%) now reside in the south of
England, despite the fact that only 36% of the GB population live in this region.
In addition, whereas over half (52%) of southerners have access to the Internet, only around a third of
those living further north (either in the Midlands or the North) are currently online.

Base: All Internet users (n=777)

North
28%
Midlands
26%
South
47%
Usage by presence of children
The breakdown of Internet usage by presence of children has remained relatively unchanged since
our first survey in 1998. Around four in ten surfers (41%) have children in the household. This is
slightly more than we would expect given that only a third of the population have kids living with them.
At present half of those with children (49%) are connected to the Internet.

Base: All Internet users (n=777)

Without children 59%
With children
41%
Usage by Working Status
The balance of workers vs non-workers is much the same as last year. Almost seven in ten Internet
users are in employment.
In the last year both groups have recorded similar levels of growth. However, workers remain almost
twice as likely to have Internet access - 51% compared to 27% of non-workers.

Base: All Internet users (n=777)

Workers
69%
Non-workers31%

About the users

When did you start to use the Internet?
The attraction of the Internet continues to pull in several million new customers annually. However,
this year has seen a marked downturn in the number of newcomers to the net. Fewer than one in five
surfers (19%) connected in the past twelve months. In previous years, these relatively inexperienced
users have accounted for around a third of the online population.
The lower rate of take-up has resulted in a more mature profile of users in terms of experience. Two in
five (39%) have now been online for three years or more and one in seven has at least five years of
online experience.
The impact of a more established online population is evident already, both in relation to the way in
which the Internet is used and also in the attitudes towards the Internet. These will be explained in
more detail throughout the report.

Base: All Internet Users (n=777)

In the last month
1%
1-12 months ago
17%
1-2 years ago
20%
2-3 years ago
22%
3-4 years ago
14%
4-5 years ago
10%
More than 5 years ago
14%
Dont Know
1%
Where do you access the Internet?
Four in five users surf the net from the comfort of their own home. Virtually all of these use a PC rather
than an alternative mode of access such as Digital television. Indeed, only one in fifty surfers currently
use their TV to get online a figure unlikely to rise substantially in the next year in light of the collapse
of ITV Digital and their interactive service, ITV Active.
The importance of the office as a point of access has actually diminished slightly, as most newcomers
to the net are home users. Approaching three in ten (27%) surfers now have access at work, a drop
from last years figure of 35%. Seventeen percent of Internet users have the option of using the
Internet at home or at work.
The importance of academic institutions as providers of Internet access should not be overlooked.
Although only one in ten surfers (11%) use such facilities, almost a quarter (23%) of those under 35
who are currently online rely on the services offered by schools, colleges and universities.

Base: All Internet Users (n=777)

At home via a PC
80%
At work
27%
At an academic institution
11%
At a friends/relatives/someone elses house 3%
At home via a digital TV 2%

At an Internet caf/kiosk 2%
Via a mobile phone/device
Other

2%
3%

How do you pay for Internet access via your PC at home?

The ISP market has calmed down over the past year with the realisation that free or unlimited Internet
access for a one-off fee really was too good to be true. Consumers have since been left with two main
payment options to choose from. Unmetered access packages with a monthly subscription are
currently the most popular choice, 39% of home users have opted for this kind of deal. No subscription
Pay as you go offers are almost as popular - 34% of home users pay for their access in this manner.
The level of Internet usage is a key determiner of which option is chosen, indicating that surfers are
quite savvy when it comes to getting the best deal. Heavy users (online for 11+ hrs/wk) are most likely
to have an unmetered package (62% of them do so). This is where a monthly fee is charged but no
additional phone charges are applied. Conversely, occasional users (online for less than 5 hrs/wk)
tended to pay as you go - usually the best option for them as there is no monthly fee.
A small proportion of home users (12%) still use a traditional style ISP, where they are charged both a
monthly fee and call charges. In addition, a minority (7%) have Internet access included as part of
combined package (Internet, phone and TV charges, etc). This is particularly the case among those
who have Broadband access, one in five of whom pay for their service in this way.

Base: All who access the Internet at home via a PC

Unmetered dial-up 39%
No subscription PAYG
34%
Subscription PAYG
12%
Combined package (incl. TV, phone charges, etc) 7%
How often are you online on average in any one week?
Time spent online has risen significantly over the past twelve months. The average user now surfs the
web for seven hours each week, one hour longer than last year. Furthermore, almost half of those
connected are online for more than five hours a week and almost one in ten (9%) now spends twenty
hours or more on the Internet on average each week.
The increased use of the Internet is partly due to the more experienced profile of users. It is generally
the case that length of time online leads to extended surfing sessions. However, there are also other
factors at work, indicated by the fact that most types of user have been logging on for longer. For
example, in last years survey only a quarter of those new to the Internet (started using it in the 12
months before they were interviewed) spent more than five hours a week online. Over a third (35%) of
this years newcomers did the same.
Unmetered dial-up deals offered by many ISPs may provide one explanation for this widespread
increase in surfing time. It is certainly the case that those with this type of package spend most time
online an average of ten hours a week. This is twice as long as those who pay for access on a no
subscription pay-as-you-go basis (five hours a week). Additionally, those with Broadband access
make good use of the always-on connection surfing for an average of eleven hours each week.

Base: All Internet Users (n=777)

Less than 5 hrs/week
53%
6-10 hrs/week
27%
11-15 hrs/week
7%
16-20 hrs/week
4%
More than 20 hrs/week 9%
Dont Know
*%
How many websites do you visit in the average week?
The average Internet user visits 13 different websites in a typical week. Tracking this figure over time
does not show tremendous variation, indicating that although surfers now dedicate more of their time
to surfing, they are not necessarily passing through more sites. In fact, both light and medium users of
the net actually visit slightly fewer sites than they did last year.
High level users (spend more then 10 hrs/wk online) clearly have the largest repertoire of sites. On
average, they pass through 31 different sites each week five times as many as the light users.

Base: All Internet Users (n=777)

None
3%
1
8%
2-5
31%
6-10
21%
11-20
12%
21-50
11%
51+
5%
Dont Know 10%
Which, if any of the following types of sites, do you visit most frequently?
The most popular types of site have remained relatively consistent over time. Surfers most commonly
head for educational sites or those that relate to their specific hobbies or interests. Four in ten browse
either of these on a regular basis. In addition to these more practical uses, one in four users like to
indulge in a bit of escapism by frequently visiting holiday sites.
The biggest change on last year is the rise in popularity of e-commerce sites. More than one in five
(22%) surfers often head for shopping sites - up from 15% last year and moving this type of site into
fourth place overall. However, the appeal of these sites does not stretch to all sectors of the online
population. In particular, only a handful (6%) of the so-called silver surfers (over 55s) regularly visited
such sites.
News sites and banking/personal finance sites have also attracted significantly more traffic in the last
year and are particularly popular with men, those accessing the net from work and more experienced
surfers.
Lastly, the notable success of Friends Reunited has resulted in almost one in ten surfers making
regular visits to reunion sites. Quite an achievement given that Friends Reunited has been up and
running for less than two years.

Base: All Internet Users (n=777)

Educational sites
40%
Hobby related sites
38%
Holiday sites
25%
Shopping sites
22%
Banking/personal finance 19%
News sites
19%
Map/travel direction sites 17%
Sports sites
13%
Price comparison sites
10%
Recruitment sites
10%
Chat rooms
10%
Reunion sites
9%
Directory services
9%
Celebrity sites
4%
Share dealing
4%
Other
15%
None of these
3%
Dont Know
1%
For which of the following purposes do you regularly use the Internet? Home vs work
Despite last years negative take on the future of e-mail, this year it is once again the most common
reason for using the net, both at home and at work. However, its popularity remains highest among
Internet veterans (those who have been online for at least three years). In contrast, education and
research, the second most common use of the Internet overall has universal appeal. The other
principal reason for connecting to the Internet is to look up news, travel and leisure information.
Whether the Internet is accessed from home or work, the three key uses mentioned above remain the
same. In fact, few of those who go online at work connect for any other reason. Home users on the
other hand engage in a wider variety of activities, presumably because they have more time and are
better able to explore sites that interest them personally. Approaching one in five home users now
shop or bank online regularly and a similar number use the Internet at home for business purposes.
In addition, downloading materials such as music or computer software are common pastimes for
between ten and fifteen percent of home surfers. However, whereas downloading music has grown in
popularity over time to the extent that a quarter of surfers under 35 years now do this on a regular
basis, downloading software has lost ground in relative terms to other more mainstream activities.
Work users were also asked to split out the different purposes for using the Internet into those that
they do for business and those that they do for pleasure. Interestingly, almost three-quarters of
workers with Internet access do use it for personal reasons in at least one way, most commonly for emailing friends or family. More than four in ten (43%) workers do this. Three in ten also like to browse
for news, travel and leisure information and almost a quarter use their employers resources for their
own personal education or research purposes. However, the overall range of activities undertaken for
private reasons at work is much more limited than at home. Work users are less inclined to shop, bank
or download materials online while at the office compared to home users. For example, whereas
almost one in five home users regularly shop or organise their finances online, only 8% and 10%
respectively use the facilities at work to do the same.
At Home

At work

At work

10

Base:
Email
Education/research
News, travel and
leisure info
Shopping
Business
Share dealing/banking
To download music
To download computer
software
School/homework
Using reunion sites to
track down old friends
Newsgroups to make
friends/ correspond
with like minded
people
Other
None of these
DK

625
60
48
33

(Business)
206
61
55
25

(Pleasure)
206
43
24
30

19
18
18
13
12

8
2
7

10
2
4

11
10

3
3

3
6

6
2
1

9
6
1

6
26
2

11

Attitudes to using the Internet at work

Despite the limited number of different activities undertaken by work users, they certainly have no
qualms about spending both work time and money surfing the net. Only 14% said that they felt guilty
using the Internet at work for personal reasons.
Concerns over security may be holding some workers back. Almost four in ten who already use the
Internet for personal reasons at work worry about confidentiality. However, half of this group isnt
concerned at all about this issue.
Opinions are also divided on whether access to the Internet is a perk of their job. Agreement on the
matter definitely increases among those who do actually take advantage of the Internet resources at
the office for personal reasons. Yet more than a third of this group do not view this as a plus point of
their work. Perhaps this implies that Internet access is now expected as standard by some sectors of
the working population.
Work users are however in general agreement over the benefits that Internet access can have in the
office environment. Eight out of ten agree that it has improved communications at their place of work.
I feel guilty using the Internet/e-mail at
work for personal reasons
Base: All work users who use the
Internet for personal reasons
Base
Agree
Disagree
Dont Know
The Internet/e-mail has improved
communications at my place of work

161
14%
71%
16%

Base: All work users

Base
206
Agree
79%
Disagree
9%
Dont Know
12%
I worry about the confidentiality of using
the Internet for personal reasons at work
Base: All work users who use the
Internet for personal reasons
Base
161
Agree
37%
Disagree
51%
Dont Know
13%
I consider access to the Internet/e-mail
to be a perk of my job

12

Base: All work users

Base
Agree
Disagree
Dont Know

206
43%
40%
17%

What would you say you like most about the Internet?
When asked to state their favourite aspect of the Internet, three main features tend to crop up; e-mail,
the variety and amount of information available and the access to news and leisure information. Each
of these received a roughly equal share of the votes around twenty percent.
Women appreciate the benefits of e-mail more than men but even they cant match the enthusiasm of
the silver surfers for communicating electronically. Almost four in ten (37%) Internet users over the
age of 55 consider this to be their favourite aspect practically double that of the younger age groups.
The most noticeable change on last year is the rise in the number of people who appreciate the
access to news and leisure information. Previously, this lagged behind e-mail and the more general
comment about the variety of information.

Base: All Internet Users (n=777)

E-mail
Variety/large source of information
Access to news and leisure information
Easy to use/accessible/convenient
Browsing/surfing
Education
Speed of access
Shopping
Business Information
Making new friends
Chat rooms
Access to computer games
Downloading music
General information
Tracking down old friends/colleagues
Other
Nothing
Dont Know

21%
19%
19%
8%
8%
6%
3%
2%
1%
1%
1%
1%
1%
1%
*
4%
1%
3%

If you could improve the Internet in one way, how would you improve it?
When it comes to suggesting improvements to the net, Britains online population have mixed views.
Enhancing the speed however is consistently the top answer and despite some progress in the
construction of Broadband Britain, it remains the most frequently mentioned response this year (27%
said this).

13

However, grumbles over the speed are declining over time and instead, Internet users are now taking
more of an issue over the cost of being online. Almost twice as many people wanted to see price
reductions this year when compared to two years ago (16% vs 9%). This demand is likely to stem
more from the change in profile of Internet users or a shift in the attitude of society than from the
relative costs of Internet access.
Other suggestions for improvement were very varied, although almost one in ten (9%) would like to
see better or simpler searching facilities. A minority of users were concerned about the security aspect
of the web - one in twenty would like to see the Internet regulated and a similar number wanted to see
the Internet made safe from fraud.

Base: All Internet Users (n=777)

Improve speed
Reduce cost
Make searches simpler/ better search engines
Regulate the Internet
Make the Internet safe from fraud
Remove adverts
Reduce the amount of porn
Improve connection
Improve customer/technical support
Free local telephone calls
2%
Easier to use
Other
7%
Dont Know

27%
16%
9%
5%
4%
3%
3%
3%
2%
2%
17%

Which of these methods of communication do you generally prefer to use?

Despite the growing selection of different communication methods open to consumers, the majority of
Internet users still prefer to interact face-to-face (65%).
New technology has not been completely sidelined though. The popularity of e-mail has risen slightly
since last year (8% prefer to communicate in this way) and text messaging, although the preference of
a very youthful minority (3%) has also gained ground in the last twelve months.
Fans of the telephone appear to be a dying breed. Although it is ranked second in terms of preferred
methods of communication (16% mentioned it), the proportion of Internet users favouring the phone
has gradually been declining over time.

Base: All Internet Users (n=777)

Face-to-face meetings
65%
Telephone (land line)
16%
E-mail
8%
Mobile (voice)
3%
Mobile (text messaging) 3%
Post
1%
Dont Know
4%
Biggest online phenomenon

14

The success of Friends Reunited has inspired millions of Internet users, to the extent that a quarter of
them voted for it as last years biggest online phenomenon. Text messaging from websites was also
considered to be an important advance, attracting one in ten votes and even more among the under
35 age group.
Other choices included TV-related innovations, for example voting for pop idol online or watching Big
Brother live on the Internet.

Base: All Internet Users (n=777)

Friends Reunited website
25%
Voting for pop idol online
10%
1901 census online
Watching Big Brother live online 7%
Increase in MP3 sites
Other
Don't Know

8%
6%
3%
34%

15

Shopping Online
Which of the following have you ever bought online?
The number of online shoppers continues to rise in line with the growing Internet population. One in
five adults (or around nine million people) have now made an online purchase at some point. This
equates to just under half (49%) of British Internet users. Moreover, virtually all of them had shopped
online in the last year.
The rising number of Internet shoppers hasnt had a major impact on the types of products most
commonly bought online. Books remain the most popular choice followed closely by CDs and flights or
holidays. However, there are clear signs that the range of items bought online is broadening as
shoppers gain more confidence and a wider selection of goods appear on the net. On average, each
bought between two and three different types of product in the last year.
Experience continues to be a key factor in the likelihood of shopping online. Almost two thirds (64%) of
users with more than three years experience have ever made an online purchase, compared to just a
quarter (24%) of those new to the net in the last year. Similarly, spending more time online tends to
lead to higher purchase levels. Seven in ten high-level users (more than ten hrs/week) have now
shopped on the net.
These patterns bode well for the future growth of e-commerce. As the Internet population matures and
in turn spends longer surfing the net we would expect more and more users to engage in some retail
therapy online.

Base: All Internet Users (n=777)

Any product in last year
Books
CDs
Flights/Holidays
Computer software/hardware
Videos/DVDs
Clothes
Electrical household
products
Cinema/theatre tickets
Financial services
Groceries
Toys
Other
Haven't bought anything in
the last 12 months

47%
18%
17%
16%
13%
10%
8%
8%
7%
7%
6%
5%
4%
2%

16

Is shopping on the Internet cheaper than in high street shops?

The cost benefits of shopping online are still debated among Internet users and have remained
relatively unchanged over the last year.
Just under a half of surfers (46%) are confident that the Internet offers better value for the money than
high street shops. However, almost one in three are more sceptical and a quarter feel that they dont
know.
Experience of shopping online leads to a slightly more positive outlook, although a substantial chunk
(28%) still do not agree that the Internet is necessarily a cheaper alternative to more traditional retail
outlets.

Base: All Internet users (n=777)

Agree
46%
Disagree
28%
Dont Know
24%
Not applicable
1%
It is not safe to use a credit card to buy things on the Internet
The acceptance of using credit cards online is gradually gaining ground among the population. Over
the last two years the proportion of those agreeing that it is unsafe to buy things on the Internet with
the aid of a credit card has gradually declined from 51% to 44%. Even so, this still implies that over
four in ten people would not feel comfortable about making a purchase in this manner.
Clearly, the more experience or knowledge people have of the process reduces their suspicions or
concerns. Half of Internet users (47%) do not have any worries about the safety of credit cards and
seven in ten online shoppers feel the same (68%). However, there remains a significant sector of the
online population who obviously do have reservations a factor which will need to be addressed when
contemplating the future growth of e-commerce.

Base: All adults aged 15+ (n=777)

Agree
44%
Disagree
28%
Dont Know
21%
Not applicable
6%
I would feel safer online knowing that the website carried some form of independent certification?
There is still a strong case for independent certification of e-commerce sites, such as the Which?
Webtrader scheme. Two thirds of all Internet users and almost three quarters (73%) of online
shoppers would feel more confident in the knowledge that the site included some form of independent
guarantee.

Base: All Internet users (n=777)

Agree
66%

17

Disagree
Dont Know
Not applicable

22%
9%
2%

18

Mode of Internet Access

Which methods have you used to access the Internet in the last 12 months?
Few surfers have actually used a PC or laptop alternative to access the Internet in the last year. To
put this into perspective, whereas PCs were used by 96% of the online population at some stage in
the last year, only eight percent connected to the net with a mobile phone, four percent via digital
television and six percent in a cyber caf.
Interestingly, more people actually claim to have a WAP phone or Interactive TV than say they have
used these technologies in the last year (see next section). Perhaps an indication of the limited
services these methods currently offer?

Base: All Internet users (n=777)

PC
96%
Laptop
17%
Mobile phone
8%
Cyber Caf
6%
Digital TV
4%
BT Payphone
1%
Mobile device
1%
Other
2%
Dont Know
1%
How do you feel about the following new methods of accessing the Internet?
Alternative methods of accessing the Internet have grown in popularity over the last year but they still
have a long way to go before they are fully accepted by the online population. The proportion of
surfers with WAP access via their mobile phone has almost doubled year-on-year, 11% now have this
facility (compared with 6% in 2001). Similarly, mobile devices such as PDAs and PalmPilots have also
increased their user base (from 2% of Internet users to 3%).
On the other hand, interactive digital TV has seen a much more modest rate of take-up, growing at the
same rate as the Internet in general (11%). In light of the collapse of ITV Digital and its ITV Active
service, it is unlikely that much development will occur in this area in the short term.
However, despite these rises in usage, enthusiasm for new methods of Internet access has actually
dwindled further since last year. Almost six in ten surfers never want to get online with the help of a
mobile phone, mobile device or TV. Around one in five users think they may use these technologies
one-day, although only a minority said in the next six months. These figures are significantly lower
than last year, indicating that we may see a decline in the rate of take-up in the forthcoming months.
Users of the Internet via mobile phones and other mobile devices are predominantly upmarket men
under the age of 35. To put this into perspective, whereas men account for just over half (54%) of the
total online population, almost three-quarters of WAP users and 83% of mobile device users are men.
Likewise, around seven in ten users of these technologies are under 35 despite the fact that only 46%
of Internet users and a third of the GB population fall into this category.

19

Interactive digital television has a slightly different user profile. Although still male dominated (three
quarters of users are men) there is much less of an age or class bias. In fact, more than twice as many
C2DE Internet users actually have the service compared to ABC1s (16% vs 8%).
Base: All Internet users (n=777)

Mobile Phones

Mobile Devices
(PDAs, etc)

Digital TV

High Speed
Internet
Connection

I already use it

11%

3%

10%

13%

I am likely to start
using it in the next
6 months

3%

3%

3%

8%

I am likely to start
using it but not
within the next 6
months

18%

18%

20%

28%

Im not interested
in ever using it

58%

57%

58%

34%

I dont really know

what it is

10%

19%

8%

17%

Broadband
As predicted, the penetration of Broadband Internet access has risen steadily over the past year -no
doubt helped along the way with aggressive marketing campaigns and more competitive prices for the
consumer.
However, we are still some distance from the Governments vision of a Broadband Britain as currently
just thirteen percent of Internet users have a high-speed connection. This equates to around five
percent of the GB population or just over two million adults.
In terms of the user profile, seven in ten broadband users are men, eighty percent have been online
for at least two years and approaching half spend more than ten hours a week surfing the net. The
age profile is slightly skewed towards 35-54 olds and as with all Internet users the majority belong to
social grades ABC1.
As with the other technologies reported on, the proportion of surfers keen to start using Broadband
services has actually declined since last year. This years figures indicate that just over a third (36%)
are likely to start using at some time in the future, eight percent in the next six months. Enthusiasm is
highest among men, under 55s, long-term Internet users (2+ years) and medium to high-level users
(more than five hrs/week).

20

On the other hand, approximately a third of surfers are convinced that they will never get a high-speed
connection. Most resistant, perhaps unsurprisingly, are the silver surfers (over 55s online). More than
half of this group (55%) say that they are not interested in ever using this technology.
It is quite understandable that those who only spend a few hours online each week are not particularly
interested in paying for Broadband services, as currently this would make no financial sense for them.
However, previous research has shown that usage increases with experience online and as many of
the low-level users are also relatively new adopters, we may expect some of these to be converted, at
least to the idea of Broadband, in the not too distant future.
Which of the following would you like to be able to access over the Internet via a mobile phone?
Evidence for declining enthusiasm in Internet access via mobile phones or other mobile devices is
strengthened by the fact that fewer surfers show any interest this year in accessing any of the
following services.
The proportion of Internet users who find the idea of e-mailing, banking or looking up travel or news
information with the help of a mobile appealing has halved over the past two years. The number who
dont fancy any of the options has remained static at three in ten (29%) but those who say they never
intend to own a mobile phone or device has increased significantly to 15%.

Base: All Internet users (n=777)

E-mail family and friends
Buy tickets (travel/theatre, etc)
Travel Information
Personal Banking
Sport Information
News
Shopping
Lottery information
Gambling
Other
None
Do not intend to get a mobile phone/device
Dont Know

26%
15%
16%
15%
11%
10%
6%
5%
2%
2%
29%
15%
8%

21

Non-Internet Users
When, if at all, do you expect to be connected to the Internet?
Resistance to the Internet does not appear to have weakened in the last twelve months. Indeed the
core of non-users adamant that they will never go online has not significantly decreased in size. This
group still accounts for six in ten non-users or around a third of the entire population. Importantly, a
further 17% of non-users (10% of the GB population) simply do not know whether or not they will ever
get Internet access.
The older end of the age spectrum continues to be the hardest to convince of the potential benefits of
the Internet. Just eight percent of the over 55s who are not already online, ever see themselves
connected. In comparison, around a third (32%) of 35-54 year olds and more than four in ten (43%)
15-34 year olds would like to get online at some stage in the future.
In addition, as well as already accounting for a disproportionate number of Internet users, men exhibit
higher levels of enthusiasm for connecting to the Internet in the future. Indicating that the male bias is
unlikely to disappear in the near future.
In terms of the future level of take-up, this is likely to remain at the lower level observed this year in
light of the fact that just eight percent of those not connected were committed enough to say that they
expect to be online within the next twelve months. This is a very similar proportion to last year.

Base: All not connected to the Internet (n=1140)

In the next 6 months
4%
In 7-12 months
4%
More than 12 months
16%
Never
59%
Dont Know
17%
What is the main reason why you are not on the Internet?
As knowledge about the Internet grows and the benefits of an Internet connection are more widely
appreciated, cost has become a key barrier to take-up among those most keen to start using the net.
Although a perceived lack of relevance is still the main reason why more people arent already online,
the relative importance of cost as an issue has increased significantly in the last year. Overall, three in
ten non-users are now deterred by price and importantly, half of those who would like to get online in
the future name this as the primary barrier. Clearly, the question of cost is unlikely to disappear
anytime soon. Cheaper methods of accessing the Internet have not really offered the public a valid
alternative from a PC or laptop and therefore potential users are faced with the cost of purchasing
relatively pricey computer hardware.
The issue of cost is much less important to the over 55s. Many of them (40%) just do not consider the
Internet to be of any relevance to their needs or feel that they are too old for such a new technology
(31%). Not understanding how the Internet works or how to get online remains an issue for one on five
(18%) of this group, although there is some evidence to suggest that this is becoming a less important
barrier over time.

22

All the above factors appear to indicate that the industry as a whole has failed to connect with this
particular sector of society. If the benefits of the Internet could be better communicated to them then
perhaps more of them could be persuaded to get online?
A small proportion of non-users are concerned about Internet content. Four percent said that they
werent online because they didnt approve of some of the information you find on it being freely
accessible and two percent were worried about the amount of pornography they would find.

Base: All not connected to the Internet (n=1140)

Its not relevant to my needs
36%
It costs too much
30%
Im too old
16%
I dont understand technology/ dont know how to get online
14%
It will provide me with nothing I cant get elsewhere
6%
I dont approve of some of the information you find on it being freely accessible
Pornography
2%
Other
4%
Dont Know
7%

4%

Would you get connected to the Internet if you had a better understanding of how it works?
Overall there has been little change in opinion over the last on whether a better understanding of the
Internet would encourage more people to get connected. Only one in five (22%) agree that this would
be the case. However, results from the previous question indicate that non-Users now have a better
understanding both of how the Internet works and have higher awareness of how to get online.
Therefore, although education on Internet technology may prompt some people to look into the
possibility of getting connected, it certainly isnt the only factor hindering take-up.

Base: All not connected to the Internet (n=1140)

Agree
22%
Disagree
46%
Dont Know
15%
Not applicable
17%
I feel left out not being connected to the Internet
The opinion that the Internet is now a fundamental part of everyday life is not disputed, yet only 12%
of those not yet connected consider themselves left out because of this. Feelings of isolation become
even less visible with age. Whereas one in five (21%) 15-34 year olds do feel a bit left out not being
online, only six percent of over 55s say the same.
As well as the younger age groups, those in work and those with children are the most likely to feel
that they are missing out on something by not having Internet access.

Base: All not connected to the Internet (n=1140)

Agree
12%
Disagree
69%

23

Dont Know
Not applicable

9%
11%

What would you say the Internet is mostly used for?

In a similar story to last year, three in ten non-users failed to name any one function of the Internet. In
particular, only six in ten over 55s knew what the Internet was used for. This highlights once again that
a key barrier to take-up may in reality be a lack of knowledge as much as a lack of relevance.
Those who did attempt to put forward a suggestion were relatively accurate with their response. The
three main uses given were information (no topic specified), e-mail and education/research pretty
much reflecting the actual uses as they currently stand. Interestingly, the proportion of non-users
mentioning shopping as a main use of the Internet has actually declined this year, despite continuing
growth in this sector and plenty of media attention.

Base: All non-users of the Internet (n=1276)

Information
E-mail
Education/Research
Shopping
Access to leisure information
Business
Chatting to other Internet users
9%
Computer games
Accessing illegal material/pornography
Fraud
Downloading Music
Tracking down/reuniting with old friends
Other
4%
Dont Know

23%
22%
12%
11%
11%
9%
4%
3%
1%
1%
1%
29%

24

General Attitudes
Do you think that the Internet should be regulated?
The prevailing desire that there should be some kind of regulation over the Internet appears to be
subsiding slightly. Since last year, the proportion agreeing with this statement has decreased
significantly. However, putting this into context shows that the majority of the population (66%) still
consider regulation to be beneficial.
Among those most keen to see the Internet monitored are women, those with children and those living
in the North.
Internet users, particularly those with most experience (3+ yrs) or those who have shopped online are
most likely to feel that regulation is not necessarily a requirement. A fifth of all surfers (22%) do not
consider it essential.

Base: All adults aged 15+ (n=2053)

Agree
66%
Disagree
14%
Dont Know
15%
Not Applicable
5%
Do you believe that the Internet has become part of everyday life?
Whether they like it or not, an even higher proportion of the population have now come round to the
idea that the Internet is an integral part of everyday life. More than seven in ten adults (72%) now
agree with this statement, a relatively big jump from last years 63%.
Over 55s and non-users are slightly more reluctant to admit that this might be the case or simply do
not have an opinion on the matter.

Base: All adults aged 15+ (n=2053)

Agree
72%
Disagree
15%
Dont Know
8%
Not Applicable
6%
Does the Internet make society more equal by giving everyone access to information?
The impact of the Internet on society has been widely debated in the media over the years. Public
opinion on the issue of whether or not the Internet can bring about a more equal society is likewise
divided. Half of the population (51%) is in agreement that the Internets ability to provide everyone with
access to information could help to reduce some of lifes inequalities. However, at least a quarter are
more sceptical (27%) and one in five do not have an opinion on the matter.
Internet users themselves are not necessarily more positive in outlook than non-adopters. A higher
proportion is certainly in agreement (63%) but significantly more surfers actually disagree too (31%).

25

Base: All adults aged 15+ (n=2053)

Agree
51%
Disagree
27%
Dont Know
15%
Not Applicable
6%
Are children missing out on other aspects of life by spending too much time on the Internet?
Computers, television and other similarly sedentary pursuits are frequently blamed for both social and
physical problems experienced by todays youngsters. Therefore, it is not all that surprising to know
that approaching two thirds of adults believe that children are missing out on other aspects of life by
spending too much time on the Internet. The strength of feeling increases with age and is also at its
highest among those living in the North. However, those who should know best, the parents, are less
likely to feel this way although more still agree with the statement than disagree (58% vs 30%).

Base: All adults aged 15+ (n=2053)

Agree
63%
Disagree
20%
Dont Know
12%
Not Applicable
5%
Now that we have the Internet, people dont talk to each other face-to-face as much as they used to
Another criticism of the Internet is the idea that it inhibits face-to-face communication. Although
opinions among the general public are divided on this particular issue, they are actually more likely to
be in agreement that this is the case than to disagree (47% vs 33%).
Women in particular feel quite strongly that people no longer talk to each other face-to-face as much
as they used to whereas surfers themselves are less likely to understand what all the fuss is about
(almost half of Internet users disagreed).

Base: All adults aged 15+ (n=2053)

Agree
47%
Disagree
33%
Dont Know
14%
Not Applicable
6%

26