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More than one million Britons visited the Inland Revenue web site in January 2004, just prior to the tax return deadline, according to the latest research from Nielsen//NetRatings.
The site's audience fluctuates around the key events in the financial year:
The majority of users of the site are male, and over 60% of visitors are aged 35-64. 30% have an annual income of between £30,000 and £50,000, and 23% earn more.
NetRatings' stats also show the success of publicity for the site in driving visitors. Publicity for the new Tax Credits for families, launched in April 2003, made the Tax Credits section the second most popular part of the Inland Revenue web site that month, attracting nearly 50% of total audience traffic, and temporarily raised the number of women visiting above the number of men.
European Market Analyst Tom Ewing says 'It's encouraging to see how many people are using the Internet to manage their finances, and it's also encouraging to see a wider range of people taking this opportunity. Financial management online is moving away from being a business thing and is becoming a part of people's everyday lives. Credit is due to the government for encouraging this by making the online tax forms so accessible'.
www.nielsen-netratings.com
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