ISBN 1-85765-622-9

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

DEFINITION

MARKET SECTORS

MARKET POSITION

COMPARISONS WITH OTHER COUNTRIES

MARKET TRENDS

Market Size

THE TOTAL MARKET

COMPETITION IN THE HOME INTERNET MARKET

ONLINE GAMING

THE GLOBAL PERSPECTIVE

Table 1: Number of Households Owning Personal Computers (000 and percent of all adults), 1996

Table 2: The Value of the Home Internet Market (000, £, and £m at rsp), 1995 and 1996

Table 3: Leading Internet Service Providers in the UK (number of subscribers), 1996

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

EMPLOYMENT

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MAJOR PLAYERS

MAJOR ONLINE SERVICE PROVIDERS

INTERNET SERVICE PROVIDERS

TELECOMMUNICATIONS COMPANIES

MODEM MANUFACTURERS

ADVERTISING AND PROMOTION

Table 4: Main Media Advertising Expenditure by Internet-Related Companies (£000), Year Ended June 1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

BY AGE

BY SOCIAL GRADE

BY REGION

INTERNET USAGE PATTERNS AND ATTITUDES

INTERNATIONAL COMPARISONS

IS THE INTERNET REPLACING TV?

ANALYSING THE USER GROUPS

Table 5: Familiarity with the Internet According to Age ( percent of population), 1995

Table 6: Familiarity with the Internet According to Social Grade ( percent of population), 1995

Table 7: Familiarity with the Internet According to Region ( percent of population), 1995

Table 8: Profiles of Internet Users in Great Britain ( percent of all home Internet users), March 1996

Current Issues

REGULATION AND CONTROL

HOME SHOPPING

HOME BANKING

INTERNET TELEPHONY

VIDEO COMMUNICATIONS

INFRASTRUCTURE

NETWORK OWNERSHIP AND THE ROLE OF SERVICE PROVIDERS

BEYOND THE PC?

SOCIAL CONSEQUENCES

Forecasts

THE FUTURE OF THE INTERNET

DEMOGRAPHIC TRENDS

OTHER INTERNET FORECASTS

THE INTERNET IN THE YEAR 2000

Table 9: The Value of the Home Internet Market (000, £ and £m at rsp), 1997-2000

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

1996 has been the first significant year for the home Internet market in the UK. At the beginning of the year, less than 1 percent of households had access; by the end of 1996, this will have risen to 3 percent, meaning that nearly half a million homes have signed up in the space of 12 months. The value of the market directly resulting from home Internet usage in 1996 is £184m, an increase of 253.8 percent over the 1995 level.

Many more individuals may already have had access to the Internet through other sources, such as the workplace or university. This report concentrates on the `consumer' market, defined as private individuals having access to the Internet from their own home, and funded from their personal income. Their use of the Internet may encompass work-related applications. In particular, there is a substantial work-at-home and self-employed element. Nevertheless, once Internet access in the home is established, even where the principal use is for work, it tends to lead to additional non-work-related uses, such as amusement and education.

Initial consumer demand for the Internet is being driven by a combination of computer enthusiasts, technofiles (general technology early adopters) and home workers. There is little evidence as yet that it is reaching a more general mass market, and even as technology and infrastructure improve, Internet usage is likely to remain confined to the computer-literate audience for the foreseeable future.

There is some concern over the Internet as a means of accessing illegal or undesirable material. Nevertheless, governments around the world are monitoring the situation closely and may attempt to pass laws which would limit the Internet's capabilities.

By the year 2000, Key Note expects that 2.6 million homes in the UK will have Internet access, representing a household penetration level of 12 percent. By this time, annual demand for Internet-related access services, including telecommunications charges, will be valued at £844m.

There seems little doubt that the Internet is a phenomenon which will have far-reaching implications for many aspects of society. There are many technological hurdles to be overcome before it can become a true mass-market phenomenon, but progress will continue at breakneck speed, and most industry observers agree that it is a question of when and not if. The Internet's impact on industries, consumers and society in general will, ultimately, be substantial and far reaching.

Text © 1996 Key Note

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