Pornography web sites were visited by 3.8 million home Internet users in the UK in June 2001, according to Internet monitoring company NetValue. This accounts for more than a quarter of the entire UK home Internet population.
UK visitors to adult websites spent more than 45 minutes on these sites each in June. Pornographic sites make up 41.2 per cent of all the sites visited in the UK with a significant audience. Students (23.2 per cent), manual workers (15 per cent), and professionals (12.8 per cent) are the largest groups of UK visitors to pornographic sites.
However Germany has the largest audience for online pornography in Europe with more than 5.3 million Germans visiting an adult site in June. They also spent more time on these type of sites than any other nationality – each German visitor spent almost an hour on pornographic sites in June. NetValue data also showed that more than half (52.3 per cent) the websites visited in June by a significant number of German users were of an adult nature.
Spain has the greatest proportion of visitors to pornographic sites - 40 per cent of Spanish home Internet users visiting a pornography site in June.
“Pornography has become a lucrative online business, with many companies now recognising it as a valuable additional revenue stream,” NetValue’s Alki Manias said. “And this would seem to be a stable business area - the popularity of online pornography continues unchecked.”
Pornographic sites are also popular amongst the earliest adopters of the Internet. People who first got online at home before 1997 account for 18.5 per cent of visitors to pornographic sites, though they only make up 14.1 per cent of the whole UK online population.
In the UK, lastminute.com has just introduced an auction for adult toys and aids, whilst in Germany, Freenet.de and T-Online are also moving into the adult business.
***Please source all data to NetValue***
For tables and charts, please email email@example.com
Are defined as a group of Web pages under the same name (i.e. Yahoo.co.uk comprises one domain).
A NetValue Internet user is an individual who has connected to the Internet at least once during the reference period.
Reach is the percentage of unique visitors who visited a particular site at least once in the month.
NetValue, a global leader in Internet intelligence, delivers unprecedented insight into online user behaviour, e-business, Internet trends and activity, by incorporating its superior technology and pristine research methodology.
NetValue’s technology provides us with the unparalleled flexibility and scalability to customise our offerings and tailor our products to meet clients’ specific business needs. It delivers the greatest depth and breadth of protocol measurement, capturing all Internet protocol activity including: web, email, chat, audio, video, games, instant messaging etc.
Founded in France in 1998, NetValue has operations in the UK, France, Germany, Sweden, Spain, Italy, Denmark, Norway, US, Mexico, Hong Kong, Singapore, Korea and Taiwan. NetValue clients include AOL, Freeserve, BBC, Tesco, NatWest, Mastercard, Procter & Gamble, Deutsche Bank and Morgan Stanley Dean Witter.
NetValue can be reached at: http://www.netvalue.com
Jannie Cahill, Marketing Manager
Tel: 020 7479 5761, mobile: 07956 873939
James Sherwood, Le Fevre Communications
Tel: 020 7563 6400
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