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DemoSCOPE
International Research through IriS (International Research InstituteS)
Home Internet Penetration
Takes Off
Penetration of the internet is now higher
at home than at work in countries with
the highest overall access, according to
the most recent wave of the IriS Network
Internet Usage Survey. The traditional
preference for usage at work has been
overturned in Denmark, Sweden,
Australia, Canada and the Netherlands.
Internet access generally continues to
increase year on year across the globe, in
some countries sharply. Around three in
ten adults or more now have access – at
home or at work – in Finland, Switzerland,
Canada, Great Britain and the
Netherlands.
ownership has risen by one-third, to 21%
of the population. Furthermore, future
PC purchase is likely to increase in countries
which have the highest current
penetration levels. «In most countries,
including Great Britain, current PC
owners are just as likely to say they will
buy a new PC – as a replacement or
additional – as non-owners,» says
Janette Henderson, MORI UK & IriS
President.
E-commerce is also starting to take off,
although penetration in the general
population is still quite low. Denmark
and Sweden lead in this area with one in
ten adults ever having purchased on-line.
In Britain, on-line shopping is rising
steadily from two per cent in 1998 to five
per cent this year.
However, according to Barry Watson, of
Environics, Canada, «while e-commerce
is evident only at relatively low levels
and in limited product categories, the
potential for growth within existing
internet users is tremendous, as is the
potential for e-commerce to further drive
demand for PCs and internet connection.»
PC ownership and modem ownership, in
particular, have both continued to grow.
Seven in ten households in Denmark
own a PC while in Britain, PC penetration
has increased from 32% to 39% in
the past year. At the same time, modem
Technical Note:
The IriS Internet Usage Survey has
been tracking worldwide internet
awareness and usage since 1996.
The current survey is based on over
18,000 interviews conducted in 18
countries in early 1999 (Australia,
Canada, Denmark, Finland, France,
Germany, Great Britain, Greece,
Ireland, Italy, Mexico, Netherlands,
Russia, Spain, Sweden, Switzerland,
Turkey and Uruguay). The
IriS (International Research Institutes)
network, represented by
DemoSCOPE Switzerland, is an
association of 26 independent
research companies in North and
South America, Europe, Australia,
and Asia.
Denmark
Sweden
Australia
Canada
Finland
Netherlands
Switzerland
GB
France
Germany
Base: All adults
Internet Access – At Home and at Work
0 5 10 15 20 25 30 35 40
Source: IriS
7%
10%
10%
11%
13%
15%
14%
Report on request. Full computer tables are available for SFr. 980.-.
Please contact Damian Schnyder,
Tel: ++41 (0)41 375 40 00 or e-mail: damian.schnyder@demoscope.ch
18%
18%
21%
21%
24%
25%
26%
27%
29%
31%
33%
37%
36%
Home
Work
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