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TNS_Market_Research_Digital_World_Digital_Life (1)

There also appears to be large country 74 64 72 64 63

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Unformatted text preview: 72 6.4 6.3 80 7.3 7.1 70 36% - of our sample say they spend more than 30% variations in which specific groups of people spend a 60 6.1 5.9 70% 60% 57 6.9 previous page 5.7 next page 7 5.8 5.9 56 of their time online. 56 56 55 6 continued… of their time online. However, there are quite a 64 few 6.7 great deal 54 54 52 5.4 5 5.2 Digital World, Digital Life However, if one looks at another distinct group – housewives – there are large differences around the globe. Amongst our Asian respondents, housewives typically spend less of their leisure time online than either students or the general working population. However, in the US, housewives in our study stated that they spend 38% of their leisure time online (more than any other group) and in the UK this was even more pronounced with housewives stating that they spent almost half (47%) of their leisure time online. This trend can be further explained by looking at the rapid expansion of online food shopping, particularly in the UK, Germany and France. UK online shopping expenditure now tops £1 billion a month.* If the world is to take the lead from countries such as Japan and Korea, that are seen as innovative pioneers in the online world, then we can expect to spend even more time online. In those countries, respondents said they currently spend around two fifths of their leisure time online, although – as this report will underline later – their usage of the internet is quite different to the rest of the world. On the other hand, people in Scandinavia and the Netherlands spend between 15% and 20% of their leisure time logged on. This compares with the average across all countries surveyed, which is approximately 30%. Whichever way you look at this, online life is clearly of time online, with nearly half of our respondents logging on several times a day from home and39 three quarters doing so at least once a day. popular. People spend online? proportion entage of leisure time do you spend a large 2 Mobile internet (just don’t call it WAP)… Looking to the future, it is encouraging for the mobile operators and an industry that has invested heavily in data connectivity that already 1 in 10 of respondents surveyed connects to the internet at least once a day via mobile handsets. Again, looking to Asia for adoption trends, we can see huge growth prospects. Among our Japanese and Chinese respondents, over a quarter of people access the internet over mobile connections frequency of once a day. But take away these two Asian giants, and the overall daily mobile connectivity figure worldwide drops to 5%. A world more connected A more digital life How digital 2.0 are we? Internet use has become a major part of our lives. In the pages that follow, we will look at how people use and perceive the internet. Our aim is to provide further understanding of the increasingly digital nature of our lives. How is the internet affecting real life decisions? Is our digital life a social life? In conclusion Frequency of use by...
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