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News - 19 December 2004

New poll highlights the power of the Internet to Brighton traders

As a top visitor destination Brighton has much to gain from the Internet and so does any business operating in the tourism sector. New research indicates that the Internet is growing as a source of information about places to visit.

A new Harris Poll shows that more people are using the Internet and for a wider range of purposes. While email and research continue to top the ratings table new growth areas such as making travel plans and checking out visitor attractions are actually growing at a much faster rate.

Email is the most heavily used function with 66% of the population using it often or very often while research is used often or very often by 46% of people. Travel planning at 26% is up 15% on the rating in 2000 while sites promoting local attractions are seeing an increase in frequency of usage of 11% (to 22%) over the last four years.

The research was carried out in America but is no less significant to Brighton businesses as Internet trends set in the US generally filter through to Britain within a year or so. Brighton is also a key destination for American visitors.

This poll confirms the belief that Brighton traders cannot afford to ignore the Internet. Brighton is a key visitor destination for tourist from all over the world. People can now compare Brighton’s offer with that of Barcelona, Rome, Paris or Nice without leaving their armchair. And it is not just down to the council to sell the city. The way the Internet works means that every effort from every individual business will count in a way that it has never done before.

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