Day 5 - The evolution of online behaviours in the UK

Throughout December, Kantar Media will showcase some of its best content from across our global network of marketing teams  in 2018.​ For 25 days in the lead up to Christmas we will summarise highlights of our content around specific themes, calendar events, newsjacking opportunities and thought leadership.​

How have our media consumption habits changed over the last 20 years?

To celebrate Google turning 20 this year, we look at how consumer online behaviour has evolved.

Back in 2000, our TGI consumer data revealed that 71% of adults in Britain had never used the internet. 

By 2003, the digital landscape was rapidly changing, with the percentage of adults who had not used the internet down to 43%. Thus, in just three years the proportion of consumers using the internet had almost doubled and well over half of them were now online in some shape or form.

Once the internet had become more accessible, it became apparent that it would be a big facilitator of consumer behaviour:

By 2008 76% of the population were internet users. At this point, 28% of internet users had spent more than 30 hours a month online, with 18% spending less than five hours a month online.

Another 5 years later, technological advances meant that in 2013, 86% of Britain’s adults were internet users.

According to latest 2018 findings from our TGI consumer data, 95% of British adults have accessed the internet in the last 12 months, using a variety of devices:

  • More people were heavy users than medium or light, with 40% of the population using the internet more than 20 hours in a week.
  • 73% of users access the internet via a mobile phone, and 54% via a tablet.
  • 70% of the population have used the internet for online shopping and 71% have used it for online banking.

Thus, the past two decades have seen huge changes in consumer internet adoption and behaviour and with the rapidly changing digital landscape, the next two decades promise even more.

View the other days of data.