New UK internet porn habits exposed

More than one in four UK internet users like to check out adult websites, and users spend more time online per month sneeking peeks at X-rated sites than any other non-portal website.

In a report put out by market researcher Net Value, it was further found that over 41 per cent of all websites visited in the UK by a significant audience contain adult-only content.

In all, some 3.8 million UK surfers, 27.5 per cent, look at adult content.

Interestingly, although there are now four million more UK internet users than a year ago, the number of those who visit adult sites is only 340,000 higher.

Jannie Cahill, marketing manager at Net Value, told vnunet.com: "Visitors to adult sites have remained pretty consistent over time - 18.5 per cent of visitors to these sites connected pre-1997 and 12.8 per cent are professionals. This ties in with early adopters of the internet being male and affluent.

"Also, women are increasingly accounting for new users, yet they only make up one in four visitors to adult sites. The porn sector seems to attract and keep a very loyal, and niche, audience."

Students make up the largest group of XXX fans, 23.2 per cent, followed by manual workers on 15 per cent and professionals on 12.8 per cent.

Net Value's research uses tracking software installed in users' computers, similar to the way TV audience ratings are calculated.

It shows that users spend an average of 45 minutes per month online at adult websites, compared with 36 minutes at auction websites, 31 minutes gambling, 27.5 using instant messaging, and 26 each at sports and games sites.

The adult sector has begun to attract mainstream interest. Lastminute.com recently opened an adult section, while giant German ISP T-Online is also moving into the market..