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Freeserve, one of the largest online service providers in the UK conducted research to determine how users used the Internet. These are some of the findings:
- Users spend three times more time online than they do reading newspapers.
- Unlike traditional media, different demographics go online for different reasons and the medium is used more for information and communication rather than entertainment.
- Internet users spend 12% of their media time online and the internet is consistently third in terms of media share.
- 20.5m adults are now online - that's over half the population
- The Internet is an 'at home' medium, at home access is still growing, and over twice as many users access it at home rather than work.
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