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Survey sees web engagement growth
Wednesday 29th July 2009, by Daniel King
A new survey has shown that the amount of time broadband users are spending surfing the web has not changed since this time last year.
The study conducted by Forrester Research and published this week looked at the duration of consumers internet use and revealed there has been little change in the previous 12 months.
However, it was revealed consumer behaviour had altered and the result was greater engagement with the online subject matter people were viewing during their time searching the net.
It was advised that uptake of broadband services had slowed, with growth over the last year totalling around six per cent but, when put into context, the research showed 6.5 million new households adopted high-speed connections over the period.
This means the majority of homes are now equipped with broadband access and a spokesman for the group behind the survey noted this was indicative of consumers accepting the internet as "a traditional media channel".
Forrester analyst Jackie Anderson said: "Engagement with the online channel has deepened. Web users are becoming savvier and are better multi-taskers. Many know exactly where they want to go when they log in."
However, it was noted the amount of time people were spending in front of the television had also stayed the same - with an average of 13 hours per week remaining unaffected by on-demand services.
In the UK, these offerings include BBC iPlayer, 4oD and Demand Five.
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