Are You Being Served?

Which? Online's 1999 Annual Internet survey reports an increase in online shopping

It's official, shopping on the Internet has finally taken off according to the second annual Internet report launched today by Which? Online (www.which.net), entitled Are You Being Served? - The Growth Of An E-nation? The report finds that Internet shopping has more than doubled since 1998, with one in 10 Internet users now describing themselves as regular online shoppers.

The research, carried out by MORI, explores the general attitudes of British consumers towards the Internet and e-commerce. Which? Online reported last year that computer software and hardware were the main purchases made online. This year the emphasis has changed, books (16%), flights and holidays (13%) have taken over as the main products bought online.

Although many users still have fears about shopping online, the report highlights that consumer's confidence appears to increase with Internet experience. Fifty-eight per cent of those who have been online for more than two years have bought something online compared with only a quarter of those who connected within the past year.

Alan Stevens, editor, Which? Online, commented: "It's very encouraging to see an increase in consumers' confidence online and that shopping via the Internet has become a more positive experience. The increase in online purchases of holidays and flights, show that those consumers are now seeing the benefits of shopping via the Internet, saving both time and money."

The fast rate of adoption in Britain continues with almost 40 per cent of users getting connected in the past year; it is estimated that 10 million people are now using the Internet. Yet, there is little evidence that Britons are turning into net junkies, as three-quarters of users are online for five hours or less a week and visit on average 13 websites a week.

The report also concludes that eight out of ten users were surprised to find the Internet easier than they expected, with nearly one in ten stating they would like to see an improvement with navigation. More than a quarter said they would like to see faster downloading times.

Socialising on the Internet is becoming increasingly important. Over half of the Internet users questioned said they regularly email friends and family while one in five long-term users said they preferred email to any other form of communication. It is still felt that the Internet is essential for the future, even those least likely to get online, feel that the Internet is here to stay.

Similar to last year's findings, pornography/morality (57%) and fraud (51%) were still major issues affecting the Internet. Regulation is still desired by most people, with 75 per cent of respondents feeling it was necessary - this also remains unchanged from last year.

Fast Facts

User profile

• More than a fifth of the adult population, of Great Britain, 10 million people, are now using the Internet. This represents an increase of around 50% since last year's report
• Women make up 43% of Internet users, an increase of more than 20% since 1998
• Falling access costs are encouraging less affluent Britons to get online
• Silver surfing is on the increase. The number of over 55s using the Internet has risen to 9% from 7% as highlighted in last year's survey.
• Eight out of 10 users were surprised to find that the Internet less confusing than they expected, although one in ten said they would like navigation improved
• Three-quarters of users are online for less than five hours a week, and the average number of websites visited is only 13 a week
• Over half of Internet users said they regularly e-mail friends and family and one in five long-time users said they prefer e-mail to any other form of communication
• Only 4% of users said they were unhappy with their current ISP(s)

Non-user profile

• A third of non-users said they would become connected in the future
• The research suggests that 20 million British adults currently have no intention of ever going online
• The most common reason cited for non-users not getting connected is still the belief that the Internet is not relevant to their needs, followed by cost
• The Internet is one of many new communication and entertainment technologies from which older Britons are becoming excluded, such as computing in general, mobile phones and cable, satellite and digital television

General attitudes

• Pornography continues to dominate most people's fears about the Internet. The threat posed by pornography was less of a concern for more experienced users. 56% thought it was a threat compared with 69% of those who are relatively new to the Internet
• 57% viewed the Internet as a threat to the nation's morality, similar to last year's findings
• Three-quarters of parents interviewed said they wouldn't let their children use the Internet unsupervised
• Three-quarters of respondents felt that Internet regulation was needed - unchanged from last year
• Three-quarters continue to believe that the Internet will be essential for the future. Even the majority of over 55s, the group least likely to participate in its expansion, feel that it is here to stay

A copy of the Which? Online annual Internet report is available from Firefly Communications, priced 16320. Please call Scott King on 020-7381 4505.

About Which? Online

Which? Online is the 1999 winner of the Internet Service Providers Association (ISPA) award for best Internet Service Provider website.

Which? Online is the Internet arm of Consumers' Association and is one of the UK's top ten Internet Service Providers (ISPs). Its subscribers enjoy access to the complete range of Which? publications as well as unlimited access to the Internet. Which? Online brings subscribers the latest developments in the consumer world, while retaining the key strengths of Which? - informed, impartial, independent advice on a wealth of consumer goods and services. The Forum section of the web site offers subscribers the opportunity to send their questions and queries on a range of issues to Which Online's panel of experts.

About Which? Web Trader

The Which Web Trader Scheme is designed to make sure consumers get a fair deal and to provide them with protection if things go wrong. Which? Web Traders agree to meet and abide by CAs Code of Practice for web traders to provide a safe and convenient online shopping for consumers.

The Which? Online/ISP service gives subscribers unlimited Internet access, an email address and personal web space - plus content from the Which? portfolio of magazines and books.

The service costs 1637.75 per month (or 1634.75 Which? magazine subscribers).

Technical details

In August 1999, MORI conducted 2,049 face-to-face interviews with respondents across Great Britain. The interviews were carried out in respondents' homes, using Computer Assisted Personal Interviewing (CAPI). Quota sampling was used to ensure that the demographic profile of the sample matched the actual profile of the country. The sample is this representative of all adults in Great Britain aged 15+. The data were weighted for social class, standard region, unemployed within region, cars in household and age within sex to adjust for discrepancies in sampling coverage and to ensure they were representative.