Purpose To highlight variation in Internet access according to individual consumer characteristics. See www.mori.com/technology/techtracker.shtml for up-to-date data on demographics in the UK.

Activity 1 Refer to Figure 2.19 opposite, which is typical for most countries with Internet use at more than 50% of the population. What differences are there in the demographics compared to those for the national population?

2 Now refer to Figure 2.20. Summarise the variation in different access platforms for digital media across different social groups. Attempt to explain this variation and suggest its implications for marketers.

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Percentage 60 288 100 90- gg 80 78% 70 86% 87% 85% 72% 62% 61% 55% 40 30 20- 10 0 AB Key C1 C2 65% 72% 32% DE 52% use Internet anywhere use a mobile phone use digital TV Base: All GB public aged 15+ (3,952) Figure 2.20 Summary of variation in access to the digital media according to social group