The Office For National Statistics have recently released figures for Internet use in the UK.
The key statistics regarding the survey were as follows:
- 43.07 million adults (85% of the UK population) used the Internet at least once during the fourth quarter (October – December) of 2012.
- For the fourth quarter of 2012, 7.42 million adults (15%) had never used the Internet. This is 9% fewer than the previous year which means that use of the Internet by UK citizens is still growing at pace.
- Of genders using the Internet, men (87%) were more likely to be Internet users than women (83%).
- Regionally, London had the highest rate of Internet users in the UK (89%) whilst Northern Ireland had the lowest (79%).
Internet use by age
Interestingly, the age of Internet users in the UK is relatively broad despite long-hold misconceptions that the Internet is a tool of the young. The table below shows a breakdown of Internet users by age group.[ws_table id=”5″]
Data provided by ONS – Data may not total 100% due to “don’t know” responses
If you run a business in the UK, why these figures are important
Whichever ‘offline’ advertising media you currently utilise, such as newspapers, direct mail, telephone directories, there will be no medium that is used by more of your potential customers than the Internet. At this stage, if your proportion of marketing spend is not targeted at Internet users then your business needs to re-focus your marketing budget.
Due to the rapid expansion of the Internet, many business owners are still making out-dated judgements, particularly when it comes to the age on their target market and their use of the Internet. When you consider that almost 90% of adults in the UK between the ages of 45-54 have used the Internet in the last 3 months, any lack of focus on this fact could have huge implications for your business.
If you’re still in any doubt about promoting your business online, you might want to have a re-think, and quick.
If you would like to discuss how your business could be more effective online, call us on 01252 416 222 or complete the call-back request form on the right of this page for a free telephone consultation without obligation.
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