Brits spend more time on the web
Internet Marketing
07 July 2008
Britons are spending more time surfing the internet than they did last year, new research has suggested.
Carried out by the Institute of Practitioners in Advertising (IPA), the survey showed that the average daily amount of time spent on the internet has increased from 45 minutes in 2007 to 1.07 hours this year.
Furthermore, the most popular website for UK web users was discovered to be the Google search engine, followed by the BBC site.
Overall, banking and finance sites are the most popular category of web content for Britons, together with news and mapping sites.
CDs, DVDs and books are the most purchased items online, followed by tickets for events and travel-related activities. However, traditional media channels are still doing well, according to the IPA.
"Although internet use is growing rapidly, traditional media, particularly television, are still holding their audience levels," commented Jim Marshall, chairman of the IPA Media Futures Group.
According to recent research from Nielsen Online, MSN Messenger was the most used internet application by Britons in the last 12 months.
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