LONDON. December 8th: New figures released today reveal the staggering amount of time Brits now spend on the internet in their spare time – with the league table topped not by students, but by housewives.
TNS’ Digital World, Digital Life suggests that UK adults spend a significant chunk of their daily leisure time online. Whether emailing friends, doing internet shopping or blogging, we are all addicted to our PCs, with those surveyed by TNS now spending nearly a third of their total leisure time on the internet (28%) – rising to 32% of those aged 18-24.
What comes as most surprising is the difference in proportion of leisure time spent online amongst occupational groups. While one might expect students (39%) or the unemployed (32%) to spend above average time on the web, the group that spends the highest proportion of their leisure time on the internet is housewives. In this, Britain beats every other country surveyed, with housewives recording almost half (47%) of their free time on the net – despite them having just 5.8 free hours on a week day, barely above the UK average of 5.2.
What the study also reveals is that a lot of activities which we traditionally did in our spare time are now being done online. For example paying the bills – over three quarters of us (76%) have used the internet for banking in the past month and two thirds of us (66%) of us have also paid bills online. Banking is only narrowly beaten by general search engine browsing (80%) as the most popular activity done in the last month. Three quarters of us have used one of the many news sites (75%) in the last month whilst 62% of us have now checked the weather online, all suggesting that the internet has become our ‘one stop shop’ for multi-tasking in minimum time. Interestingly, arguably more pleasurable activities such as using a chatroom (13%) or downloading a film (12%) are far less popular.
Arno Hummerston, Managing Director, TNS Global Interactive, said: “If our leisure time is so precious, then why do we on average spend almost a third of it using the internet? We believe it is because we are making more efficient use of our valuable time by using the internet – allowing us to fit more into our lives. Being online helps people fulfil certain tasks and activities quickly and efficiently. By spending productive time online, we are actually making more time for leisure. With more social and entertainment activities available online, it is also easy to understand why our lives are becoming more digital.”
* In the past month, which of the following have you done online? (UK respondents)
|
1
|
Used a search engine to find information
|
80%
|
|
2
|
Used online banking
|
76%
|
|
3
|
Looked up the news
|
75%
|
|
4
|
Paid bills
|
66%
|
|
5
|
Looked up the weather
|
62%
|
|
6
|
Visited a brand or product website
|
62%
|
|
7
|
Used a price comparison site
|
60%
|
|
8
|
Research a product/service before buying
|
60%
|
|
9
|
Watched a video clip
|
55%
|
|
10
|
Listened to an audio clip
|
44%
|
|
11
|
Participated in an online auction
|
39%
|
|
12
|
Visited a social networking site
|
37%
|
|
13
|
Looked at property for sales or rent
|
36%
|
|
14
|
Looked at sports scores and info
|
35%
|
|
15
|
Downloaded music
|
32%
|
|
16
|
Shared photos online
|
33%
|
|
17
|
Viewed or contributed to a forum
|
29%
|
|
18
|
Viewed or contributed to a message board
|
26%
|
|
19
|
Sold something online
|
22%
|
|
20
|
Viewed or contributed to a Wiki
|
19%
|
|
21
|
Viewed or contributed to a blog
|
16%
|
|
22
|
Visited an adult site only
|
16%
|
|
23
|
Advertised something online
|
15%
|
|
24
|
Used a chat room
|
13%
|
|
25
|
Downloaded a film
|
12%
|
|
26
|
Downloaded a podcast
|
11%
|
|
27
|
Visited a business networking site
|
10%
|
|
28
|
Used an online dating website
|
8%
|
|
29
|
Contributed to a blog
|
7%
|
|
30
|
Shared videos online
|
7%
|
|
31
|
Entered a Virtual world or community
|
7%
|
|
32
|
Don't know
|
1%
|
- ends -
About Digital World, Digital Life
TNS completed analysis of the results of its 16-country study into online behaviour and perspectives around the world at the end of 2008. A total of 27,522 people aged 18 to 55 years old were interviewed online in the following countries: Australia, Canada, China, Denmark, Finland, France, Germany, Italy, Japan, Korea, Netherlands, Norway, Spain, Sweden, the United Kingdom and the United States. In the UK, 2500 were interviewed.
The research focused on four themes. First, the survey looked at how we are using the internet for entertainment, information and commerce. Second, the survey analysed whether people are using online channels when making major life decisions – health, family, education, investment etc. Third, how far social media has developed? Last, how much trust do people have in online sources of information versus traditional media or straightforward recommendations from friends?
About TNS
TNS is a global market information and insight group.
Its strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.
TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improves understanding of consumer behaviour.
TNS is the world’s leading provider of customised services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management and Retail & Shopper. TNS is a major supplier of consumer panel, media intelligence and audience measurement services.
TNS is the sixth sense of business™.
For more information about TNS, please visit www.tnsglobal.com
The Kantar Group
The Kantar Group is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies – including the recently-acquired TNS – the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. The Kantar Group is a wholly-owned subsidiary of WPP Group plc. For further information, please visit www.kantargrouptns.com
