Broadband takes UK by storm

Broadband is taking the UK by storm as uptake of high-speed access technologies rocket to reach 41 per cent of the population, up from 27 per cent just six months ago.

According to the latest market data from agency NOP World, women account for the biggest force behind the surge in broadband internet usage.

Women currently make up 48 per cent of the online user population, up from 46 per cent six months ago.

The study also reported a total of 26.8 million internet users in Britain, accounting for 58 per cent of the population.

Around 12 per cent of surfers have changed ISP in the past six months, while 14 per cent expect to in the next six months, principally because users want broadband access.

The figures are from the latest NOP World Internet User Profile Survey, which has been tracking the population's online behaviour since 1995.

The study found that four out of 10 internet users now connect via broadband, representing a year-on-year growth rate of 105 per cent.

NOP World said that likely explanations include the decreasing prices of PCs, and the increasing popularity of digital cameras which prompt users to download and send images to friends.

Michael Beech, at NOP World, said in a statement: "The online and offline behaviour of broadband users is significantly different from the general population.

"We are seeing a knock-on impact through many off-line activities for broadband users, such as a decrease in TV viewing. This shift in behaviour has implications for marketing departments and their targeting strategies."