Older UK broadband users may drive European internet uptake
Wednesday, September 15th 2010
Analysts have highlighted older UK internet users as a driving force behind broadband uptake in western Europe.Older UK broadband users are set to drive the increased uptake of internet services throughout western Europe, according to a new report.
Analysts from eMarketer and Starcom MediaVest Group who teamed up to compile the study claimed the UK has a "large" and ageing internet audience.
The two firms forecast that this may prove to be "an early indicator of a trend that could lead to greater internet penetration throughout western Europe".
They stated that high broadband adoption rates in the UK are not replicated across the whole of the continent, citing central and eastern Europe as areas where the technology is more disparate.
Last month, data published by the Office for National Statistics revealed that more than 38 million UK adults are internet users, with over 30 million logging on every day.
However, in excess of nine million adults have never gone online, with over-65s, the widowed, people with no formal qualifications and those on low incomes the least likely to have accessed the web.