11 April 2007

The rising number of Britons idly surfing the web could be good news for e-commerce vendors, a financial services expert has claimed.

A study from moneysupermarket.com indicated that web users spend an average of two days each month aimlessly browsing, with shopping and travel portals benefiting from this traffic.

Around one-quarter of Britons said that they spend around 30 per cent of their time surfing idly, with under-25s and men engaging with the practice more commonly.

Jason Lloyd, head of broadband at moneysupermarket.com, said: "The Internet was designed to make it easier for people to access the information they need quickly and conveniently."

However, he added that the large amount of choice available online is leading to more browsing online.

A recent report from UK telecoms watchdog Ofcom found that more than 50 per cent of Britons now have access to broadband Internet - a 39 per cent rise from the previous year.

© Adfero Ltd

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