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Unformatted text preview: he internet in our work people’s lives were there no internet. life, the younger groups (under 25) In general, 2 out of 5 people (43%) attach slightly less importance to the think such a situation would have a internet than the ones over 25. Some substantial impact (scoring 8 or above other interesting groups for personal out of 10, where 10 implies a ‘huge use are – once again – housewives in impact’). This is the same for both work the UK (81% giving a ‘very important’ Te l The most surprising finding of this report is the question of the importance of the internet. Almost a quarter of our respondents rated the internet at 10 out of 10 for importance in their personal life, and 56% of people rated it as 8 or higher in importance. In fact, the average across all people surveyed was 7.5. This goes some way to explaining why usage of the internet takes up so much of our leisure time. In countries where the proportion of leisure time spent on online is highest, the internet is also seen as being more important. Around three quarters of all internet users in 70% 25% O er rall E-mail m an Telephone - mobile y U Ja Text messageK pa Telephone - landlinen Ko D en re Online instant messaging a m Fr ark Telephone - over the Internet an c Online forumse C Sw hin Personal blog ed a Not Relevant Ne or n w 0a % N et U y he S rla A Au nd st s r Face to face Fi alia nl an E-mail d Ita Telephone - mobile Sp ly Text message ai C an n Telephone - landline ad a 20% 80% To understand why the internet is such a large part of people’s lives, we looked first at how people perceive it. 20% Opinion on a spet forum Importance of the Internet in personal lives(percentage correspond to 8 to 10 scores) 74 Friends 5% 10% 15% Consumer reviews online 6.7 6 Home How much would not having the Internet affect your daily routine and personal activities G 10% 23 22 6.9 6.3 70 Work/college 31 Work part time a scale of 1-10 how in uential are other views on decisions you make about On products and brands? 1 = not at all in uential, 10 = highly in uential 28 Work full time 7.3 7.1 7 39 33 30% 7.7 80 36 Not working Face to ve face 19 18 16 15 Student Housewife 38 31 30 29 29 28 28 28 8 Telephone - mobile 30 Overall China Korea Japan Italy USA Spain Australia Canada France UK Germany Norway Netherlands Sweden Finland Denmark 0% 25% O ve What percentage of leisure time do you spend online? 2 What percentage of leisure time do you spend online? 20% How much would not having the Internet affect your daily routine for your personal activities? 0% 10% 20% 30% 40% 50% 60% 70% 80% 60% 15% A world more connected 80% 74 5% 10% 0% (percentage corresponds to the number of people 10% 20% 30% 40% 50% giving an 8, 9 or 10 on a scale of 1 to 10 where 1 is ‘not very important’ and 10 is correspond to 8 to 10 scores) ‘very important’) Importance of the Internet in personal lives(percentage 70% 28 Work full time ra C ll hi Ja na pa Ko n Fr rea an ce G Ita er ly m an N y et he U rla K nd C an s ad Ua S Sp A Au ai sn D tra en lia m Sw ar ek Fi den n 23 22 33 31 Work part time Importance of the Internet in our personal life 19 18 16 15 36 Digital World, Digital Life 0% A more digital life 39 44 40 38 31 30 29 29 28 28 28 next page 40% Aware of and view or contribute content Not aware of 60% 80 Aware of but n researched a 3product5 or service before 0 1 2 4 6 7 8 buying it used a price comparison site F N 80 60 70 50 100% 80% 80% 100% 72 In conclusion80% 73 an C hi...
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