The number of home Internet users in the UK has outnumbered those logging on at work for the first time, according to the latest research.
The British Market Research Bureau (BMRB) report found that 5.5 million users - 12.1 percent of the UK adult population - have used the Internet in the last six months. Email was the main reason for getting connected, according to 76 per cent of new users, closely followed by exploring the Web. More than 40 per cent regularly used the Internet at home, compared to 36 per cent at work.
The results are encouraging for online advertisers with 36 per cent of Web users readily accepting this form of advertising. Patrick Diamond, associate director of BMRB said: ?In a growing marketplace, home users now outstrip business users. This, coupled with more positive views of advertising, now makes the World Wide Web a viable consumer advertising medium for the first time.?
The report found more than a fifth of home users have made online purchases in the last six months. PC software, books and CDs were the most popular purchase but many are still using the Net to source product information before making a purchase on the street.
Acceptance of online credit card payments is growing as 39 per cent of home users considered it a secure or fairly secure payment method. This figure rises to 54 per cent for those who have already used their credit card to buy online, showing how consumer confidence increases after the initial purchase.
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