The answer is:  67.3% of Ireland’s population. 

This has risen hugely in the last number of years and people are using the internet for a wider variety of functions, information, news, shopping, social networking, games, job hunting, bill payments.. the list goes on. Even young children are online and you can see from the following chart how it’s going. This generation will be enormously sophisticated in their usage, in how they view, and discerning in what they view. The challenge for online marketeers is to grab their attention, and then to hang on to it! 

Digital Marketing - the global audience

In Sweden, this penetration rises to 89.2%, the highest in the EU.

Statistics source: internetworldstats.com/Europa.htm

Of course, my own personal theory, that the ratio between internet users and inclement weather is inversely proportionate, is borne out by the fact that Iceland has the highest penetration of internet users, at 93.2%. The combination of  a long, cold, dark winter and cheap geothermal central heating has led to the population spending increasing amounts of time online, in the comfort of their home.

In fact, Iceland has the highest Facebook penetration in the world – almost 50% of the population is facebooking! (Source: www.nickburcher.com/2009/04/facebook-usage-statistics- by-population.htm).  And you see the same trend in the cold Nordic countries also.

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