While Brits are savvy with digital information services such as social web, catch up video services and price comparison websites, they are not making the most of the environmental information available to them online or following basic security measures.
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The study revealed the divide between sophistication in the use of information in some segments (finance, culture and safety) and the lack of it in other areas (environment). For example, three out of every five consumers have used price comparison websites while over 70% were aware of password security and 60% have used video on demand services.
However, only one out of six respondents have calculated their carbon footprint online. Also, only one in three have researched environmental product information online or looked for information on how they can be greener.
It also highlighted the gender divide by finding that “savvy citizens" are more likely to be men between the age of 18 and 44, in full-time employment and were educated to a degree level. These users are also more likely to own new technologies such as smartphones and e-readers and spends more than ten hours a week on the internet.
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