Access to the Internet via a broadband connection is quickly becoming the norm in the UK. According to eMarketer, more than 17 million households in the UK, or 67.2% of the total, will subscribe to various broadband technologies in 2009. That’s an almost 6.5% increase from the 16.1 million households using broadband in 2008.



Broadband is enabling people in the UK to watch more online TV and video through channels such as the BBC iPlayer and Channel 4's catch-up service 4oD, as well as YouTube. Creators and viewers of user-generated content are posting videos and photos to social networks. Digital music is as popular as ever, and companies such as BSkyB are trying to key into this trend. BSkyB is planning to offer an unlimited digital music service for a monthly fee, a service intended to rival iTunes.

Online gaming is also gaining in popularity, both individual and multiplayer. Many games are complex and thus only viable on a broadband connection.

For consumers, the cost of broadband in the UK continues to fall. More and more service providers offer broadband in cost-effective packages that may also include satellite TV, mobile, fixed-line phone, on-demand content and other services.

Online retailers are becoming increasingly digital-savvy. Many go beyond static product images to offer customers zoom features, 360-degree views, virtual fashion models and product videos. These are all features better suited to high-speed Internet, making widespread broadband important in the UK, where 66% of Internet users ages 18 to 55 bought online in 2008, according to a December 2008 TNS report.

"Broadband is increasingly vital for UK consumers as they make the most of what the Web has to offer," said eMarketer senior analyst Karin von Abrams. "Dial-up is rarely good enough any more."