UK Internet use is still very skewed towards London and the South, although other areas are starting to catch up, according to new figures from research firm MMXI Europe.
London accounted for 22.7 per cent of the UK’s Internet population in April. Of the 9.6 million people using the Net, just 4.5 per cent were based in the North-east, 7.1 per cent in the East Anglia region, and 8.3 per cent in Yorkshire. The South, measured independently of London, accounted for 9 per cent, which was lower than Scotland and Ulster (9.5 per cent), Wales and the West (11.1 per cent), the North-west (12.3 per cent) and the Midlands (15.5 per cent).
The findings also showed regional differences in favoured portal websites. In London, the Midlands, the East, the North-east and North-west, Yahoo.com is the number one site by reach. In the South, Microsoft.com comes top, while Freeserve.co.uk is the preferred choice for people logging on in Yorkshire. Microsoft.com is the favourite site in Wales and the West of Scotland and the Borders.
MMXI Europe UK managing director Mari Kim says: “This detailed breakdown will be useful for advertisers and media planners and buyers.”