Citation topic
Evidence on UK SME marketing, customer acquisition, buying behaviour, trust, loyalty and channel use.
Marketing and customer behaviour
Online Nation 2025 cites Ofcom’s Adults’ Media Literacy Tracker 2024 for this rounded measure. The population is adult internet users aged 16 and over, not all UK adults.
Marketing and customer behaviour
The ONS experimental analysis uses aggregated and anonymised payment-card data. It covers consumer card spending captured by the contributing provider, not every form of household expenditure.
Marketing and customer behaviour
Ofcom Online Nation uses Ipsos iris audience measurement for UK internet users aged 18 and over. The published 98% reach is retained; the inconsistent 32.2 million equivalent printed alongside it is deliberately omitted.
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