Users making the grade as net-savvy users, 13.8m in total, were also found to be doing their banking online and downloading music, according to Continental Research's Spring 2004 Internet Report.
In addition the research found that there was a male bias and that the demographic in question were young and upmarket with high numbers of 24- to 44-year-olds, the group most sought by advertisers.
In the UK, 19% of the population are 25- to 34-year-olds but this figure rises to 26% online. Likewise, 35- to 44-year-olds make up 18% of the UK population but 27% online. The figures are similar in terms of social groups. AB's make up 22% of the UK population but 32% of the online population. C1's also show a strong presence representing 28% of the UK population and 41% online.
The top online purchases were airline tickets, followed by banking, supermarket shopping, downloading music, buying insurance and using online auctions.
Colin Shaddick, director at Continental Research, said: "Differences do occur among the demographic groups transacting in different sectors online. Most activities have a male bias, apart from supermarket shopping and instant messaging, where women lead the way."
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