Broadband take-up in the UK has doubled in 12 months, from 4.2 million households in 2004 to more than 8 million homes today, according to the latest research. Another 1.3 million homes are likely to sign up for broadband within the next six to 12 months.
Continental Research’s latest internet survey found that the rise of broadband has significantly increased the amount people are spending online/ while the UK’s 17 million adult internet users spent an average of &£490 each online in the past 12 months, broadband users spent &£620.
Colin Shaddick, a director of Continental Research, says that online advertising seems much more effective at getting people to buy online than other forms of marketing. The research found that internet ads, e-mail marketing and search marketing combined generated 50 per cent more sales than advertising a website on television.
One in four consumers – 24 per cent – visited a site and made a purchase as a result of seeing ads online, in e-mails or search engine results. Only 16 per cent bought online because of TV advertising, ten per cent due to word of mouth and eight per cent due to press ads.
The research found that internet users welcome the changes to online advertising. Nearly three quarters said the quality and look of online ads is better, while 70 per cent agreed that online ads that use video are “more noticeable” and 59 per cent said that they will click on an ad that interests them.