The under 35 age groups find internet advertising more acceptable than Email marketing but the opposite is true for the over 35s, according to the The British Population Survey.
The report titled ‘The Internet – Engagement and Use in Britain – December 2010’ uses over 250,000 individual face to face interviews to assess both who has internet access and who does not and how this has changed over the past 3 years.
The report also covers how people access the internet, what they use it for, who shops online and how people react to internet advertising and email marketing.
Some other key facts from the report:
– The biggest growth sector in terms of access to the internet are the over 65s. Interestingly,
it is not just as younger internet users’ move into that age group but also those who are
over 65 are increasingly gaining access.
– More over 55s have access to the internet than under 25s.
– Over 10 million people, or 1 in 5 of our population are without internet access, out of those, three quarters have only GCSEs or NVQ 1 or no qualifications; 40% of them are in the D and E social grades; 70% are over 55 and 70% live in the North and Midlands.
Out of every 10 people, aged 15 and over, in the country:-
9 have a mobile phone
8 have internet access
8 have a landline telephone
7 use email
6 have a laptop or netbook computer
5 shop online
4 use social networks and blogs
4 use online banking
4 have a games console
3 have an MP3 player
2 download music
2 watch TV online
1 buys groceries online
0 (or very near 0) admit to using online dating!
Full details are available at www.thebps.co.uk.