Majority of Brits are web users, says report

20th February 2008

More than 60 per cent of the British population are active internet users, a new report asserts.

And this figure could rise to 70 per cent by 2012, according to eMarketer's predictions.

Karin von Abrams, senior analyst with eMarketer and author of the report, describes the web population in the UK as one of the most sophisticated in the world.

"Britain has one of the most experienced and active online populations in the world," she states.

"Confidence in e-commerce is high."

While British shoppers are broadly similar to American consumers in their web shopping habits, Ms von Abrams observes that UK web users seem like "big readers" given that Amazon UK and Amazon.com both made the top ten in a list of most-visited e-commerce sites.

Retailers, meanwhile, have improved security provision and competitive pricing as the internet shopping population has increased, the report observes.

Sites looking to attract more users should think about adding an online news feed, according to a new E-consultancy report.