Internet usage in the home is well behind that in the US, according to a quarterly study called ?Homes Online? run by UK market research company GfK.
The survey, operated since January 1996, asks 10,000 demographically balanced households about their ownership of certain products. Based on the latest results Forrester said that only 16.2 per cent of households have a PC and 430,000 households (11.5 per cent of PC-owning homes)are currently online, which is less than two per cent of the total.
GfK will also offer a UK version of the highly regarded US PC-Meter survey early next year. The survey concentrates on PC and Internet usage.
?We are conducting trials with PC-Meter in the UK. Our current objective is to go live in February 1997, with a sample of 1,000 PC-owning homes who will be heavily over-sampled towards Internet subscribers,? Andy Forrester, account executive at GfK, told 'Newswire'.
PC-Meter excited Internet enthusiasts this week with its most recent US statistics. US home Internet use has more than doubled in the past year with 11 per cent of households (roughly 11 million), claiming to have used the Internet in the last month. The figure for November 1995 was 4.4 per cent.
In a survey of almost 10,000 households, with or without PCs, PC-Meter found that the cyberworld is still dominated by men. 62.8 per cent of surfers in September 1996 were men.
With the run-up to Christmas, PC-Meter is predicting massive increases in Internet commerce. The most popular US shopping sites are those dealing in shareware, music CDs, video tapes, laser disks, computer hardware, software and CD-Roms.
. GfK?s third quarter results from ?Homes Online? will be available next week.
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