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1 Adults who have used the Internet in the last three months. Source: National Statistics, 2004:

www.statistics.gov.uk/downloads/theme social/Social Trends35/Social Trends 35 Ch13.pdf

1 Adults who have used the Internet in the last three months. Source: National Statistics, 2004:

www.statistics.gov.uk/downloads/theme social/Social Trends35/Social Trends 35 Ch13.pdf

The amount of Internet usage also appears to increase with familiarity. BMRB (2001) reports that those using the Internet for more than 2 years spent an average of 20 hours online per month. This compares to 14 hours for those who had been using the Internet for less than 2 years. Similarly, the activities that consumers get involved with increase in involvement and risk through time. Figure 2.22 shows that initially Internet users may restrict themselves to searching for information or using e-mail. As their confidence grows their use of the Internet for purchase is likely to increase with a move to higher-value items and more frequent purchases. This is often coupled with the use of broadband. For this reason, there is still good potential for e-retail sales, even if the percentage of the population with access to the Internet plateaus.

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