The Growth of Internet Access

A 2001 survey by Nielsen/Netratings of 27 countries has recorded that around 429 million people now have Internet access. The US and Canada have the highest proportion of the world's Internet access with 41% of the global audience to be found in those countries. Europe, the Middle East and Africa have the second highest proportion with 27%, followed by Asia Pacific with 20% and Latin America with 4%.

In the first quarter of 2001, Germany recorded the greatest increase in the number of households which have Internet access. The UK, Germany and Italy together account for half of the European Internet population. In Europe and Asia Pacific, home access is more common than work access. Home access in Europe is particularly pronounced in the Netherlands and Italy, with home access rates at least twice as high as work-based access.

The survey also found that one in six European adults used the Internet to check prices or information on goods and services; one in eleven adults actually made a purchase during the previous six months.

TABLE 1 INTERNET USAGE IN TWENTY COUNTRIES

Table 1 shows the percentage of adults browsing for products on-line, and the percentage of adults purchasing in the previous six months. Denmark, Sweden and Switzerland had the highest rates of browsing and buying in Europe while Belgium/Luxembourg, Italy and Spain had the lowest rates. Overall, half the Europeans who have browsed for information during the last six months have purchased, with the UK, Norway and Sweden having the highest ratios. By way of contrast, Italian and Spanish people are more reluctant than other Europeans to purchase after seeking product information on-line.

Based on: Anonymous (2001) Europe and Asia Pacific see rapid Web growth, Marketing Week, 28 June, p53