The Internet Advertising Bureau (IAB) have this month released the latest facts and figures relating to the Online Audience. As expected, the figures show that internet use is still on the increase, as 32 million people now have access to the World Wide Web within the UK. The online audience has shifted away from being dominated by a particular segment, and is now equally represented by the whole population. This is encouraging for every brand out there as their customers are now likely to have access online, whoever they may be.
Email remains the dominant activity for users online, followed by research of a particular activity, or accessing a specific brand/product site. Price comparison sites continue to gain market share, followed by travel research. The scope to reach these users is huge, with 59% of users going online every single day, and 94% of users accessing the internet at least 2-3 times a week. This shows that the majority of users are online on a regular basis, and therefore provide an excellent opportunity to advertise to.
Males tend to spend slightly longer than females online when they do use it, averaging 121 minutes compared to 99 minutes for females. The age group 20-24 year olds are the longest users, average 141 minutes per day, followed closely 15-19 and 25-34 year olds. The lowest users, 55+, still average 81 minutes per day, showing that all users are prepared to spend a large portion of time online each time they log on.
What are they doing while they are online? 75% of users agree that they use the Internet to research or find information, which shows the importance for companies to have an online presence and be accessible to these users. Almost half of the users also agree that they are online to get ideas and inspiration; again demonstrating the importance of companies to create an online awareness of their brand.
Access to the internet is also improving, with 92% of home users opting for a broadband connection (up from 90% last year), with almost three quarters of these services being above 2MB.
Clothing is currently the most purchased item online, followed by Books, CD’s and DVD’s, then Electrical items and then travel. The most effective way of prompting users into an online purchase at present is promotional emails, followed by online ads.
However, internet advertising is only regarded as beneficial by users when the ads are placed in the appropriate position, i.e. when the ad refers to the content of the site, or placed on a site they trust.
With the credit crunch taking a firm grip on the economy, the internet looks set to play an important part in the purchasing process for the majority of individuals in the coming months. This also accounts for users researching their options online before making a purchase as they become increasingly savvy to finding the best deals available.