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UK's First 'At Work' Internet Panel Research from Jupiter
Jupiter MMXI has released its first monthly report showing how the British use the Internet at work. The research is based on the behaviour of a representative sample of Internet users who have installed Jupiter's tracking software onto their PC.
Combined with the 'at home' measurement data that Jupiter MMXI has been researching and reporting in the UK since October 1999, this information provides a complete picture of the online trends and behaviour of the 18.3 million people who use the Internet in the UK each month from home or from work.
The UK work panel represents a significant investment for Jupiter MMXI. Months of research and testing have been devoted to the project to ensure that the panel members are representative of the at work population. In particular, it was necessary to ensure that both individual employees and their employers were confident about privacy issues and software concerns. This research is based on a combined panel of 8300 individuals who provide click stream each month to Jupiter MMXI.
The addition of the work panellists has revealed some significant increases in the numbers of unique visitors for certain categories. In line with the results of Jupiter MMXI's global 'at work panels' in the US, Australia and Sweden, the categories experiencing the biggest growth in Reach % are: Business-to-Business, Business and Finance, Careers, Directories and Resources, Education, Entertainment, Government, Search and Navigation, Services, Technology and Travel.
Google.com becomes the top ranking search engine, replacing Askjeeves.co.uk, which is the favourite site for at home users. The results of Jupiter MMXI's other work panels confirm that the Google search engine is preferred by work users. In the News and Information category, bbc.co.uk extends its lead on the sector from 17.8% at home only, to 24% reach in the combined report. All sites experience a growth as work users look for news during the day, with Guardian.co.uk, CNN.com, Ananova.com, The-Times.co.uk and Telegraph.co.uk seeing the biggest growth in the number of unique visitors.
In the Travel category, many sites experience an increase in their reach%, with Easyjet.com, Lastminute.com, Expedia.co.uk and Ryanair.co.uk all attracting more visitors. Go-fly.com moves up from fourth position to second place behind category leader, Lastminute.com. The results show that work users log on to Banking and Finance sites, with Lloydstsb.com, Egg.com, Barclays.co.uk, Nationwide.co.uk and HSBC.co.uk proving the most popular.
According to Jonathan Jephcott, International Research Director, 'The release of combined work and home data provides the media industry with the information they have been asking of us for sometime. It increases the overall size of the Internet landscape, and this is reflected in all the figures we have released. The results show that there are clear differences in how the web is used at work, both in terms of the most popular sites and the amount of time spent on them. The similarities between work and home usage are also remarkable. Internet users clearly log on to the same sites wherever they choose to access the web. The research underlines the power of having a strong, recognisable brand and a good service or product offering so people stay loyal to your website.'
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