Broadband demand gathers pace
13 September 2004
Broadband uptake is on the up, with 41 per cent of the population now using high-speed Internet access.
According to new figures released by NOP World, broadband usage is now up from 27 per cent, compared with just six months ago.
Women are reportedly the driving factor behind the staggering increase in numbers: 48 per cent of those favouring broadband are women, compared with 46 per cent six months ago.
The study also reported that 58 per cent of the UK population now uses broadband, which translates into 26.8 million people.
The chief executive at NOP World, Michael Beech, said: "The online and offline behaviour of broadband users is significantly different from the general population."
He explained that online trends can affect offline behaviour, with broadband 'super users' watching less TV than the average UK population.
Mr Beech added: "This shift in behaviour has implications for marketing departments and their targeting strategies."
Recent large-scale advertising campaigns seem to have delivered the desired effect: around 12 per cent of Internet users have changed their Internet service provider in the past six months, while 14 per cent expect to in the next six months, chiefly because they want broadband access.
NOP World said the massive increase in broadband users was partly explained by the decreasing prices of PCs, and the increasing popularity of digital cameras.
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