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BizReport : Research archives : June 11, 2007

Youngest age bracket in U.K more likely to be online

A new report by comScore found that 15 – 24 year olds in the U.K. are more likely to be online, and for longer, than the average internet user.

by Helen Leggatt

comscore%20logo.gifIn a recently released report, which examines the online activities of 15 – 25 year olds in the U.K., comScore found that those in the youngest age bracket were 25 percent more likely to use the internet than the average user and spend 24 percent more time online.

The top five U.K internet destinations for 15 – 25 year olds were found to be similar to other age groups. In each case Google was top, followed by Microsoft sites, eBay and Yahoo sites. In fifth place for 15 – 25 year olds was Fox Interactive Media, boosted by their MySpace social networking offering, instead of the BBC sites favored by the older age groups.

"The fact that teens and young adults in the U.K. over-index in engagement metrics like time spent and page-views is an indication of their comfort with the Internet compared to the average user,” said comScore's Europe MD Bob Ivins. “Younger people use the Web for communications, content, community and commerce more than other age segments.”

Of the top five sites visited by 15 – 24 year olds, Facebook had the most unique visitors, followed by Bebo, Allow, and ARTISTdirect.

Tags: 15-25 target group, online activity, social networking, teens, young adults

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