Internet Usage Segments

Our nVision Research shows that more than half of the British population log on to the internet every day or nearly every day, making it an indispensable feature of the lives of the majority of Britons. However, the ways in which people use the internet vary enormously according to their age, internet usage experience, lifestage, working status and other demographic variables. Some go online merely to check their emails, while others spend the majority of their waking lives online, making friends, playing games, working, shopping and living in cyberspace.

In order to try to put a shape onto this diverse array of internet usage habits, we created the segmentation outlined in this mini-report using our proprietary nVision Research, which allows us to make some broad statements about internet usage and to take a closer look at which groups are doing what online.