The research, published today by Directgov, points to a new era in the use of the internet that experts are calling the ‘Supersite’ phenomenon. The study found that half of internet-using Britons (51 per cent) visit just six or less sites on a regular basis.
People are now using the internet more smartly, visiting a handful of destination websites that have emerged as ‘Supersites’ due to their importance to people’s lives. The survey found that using one banking, shopping, travel and holiday website is enough for most of us. Britain’s most popular so-called supersites now include Ebay, Amazon, Google, Lastminute.com and National Rail Enquiries.
The study comes as the government launches a one-stop-shop website where people can do everything from renewing their driving licence, car tax or passport to finding out about local schools, childminders and recycling.
Jim Murphy, Cabinet Office Minister with responsibility for Directgov, said: “If you can order your shopping, manage your bank accounts and book cinema tickets online – why shouldn’t you expect the same convenience online from Government? A few clicks and you’re there – that’s what people expect and demand from their services today and Government is no exception.”