A YouGov study commissioned by UK online advertising firm Utarget Networks has revealed that UK internet users spend almost half their time online browsing for purely entertainment purposes. 

The survey of over 2,000 adults showed that consumers now spend twice as much time online browsing for entertainment purposes than engaged in task-orientated activities.

This phenomenon is set to grow, according to the study, with the gap between entertainment browsing and task behaviour predicted to increase by a further 25 per cent next year.

"A huge amount of time online is now spent doing the equivalent of TV channel hopping, where the consumer is surfing with an open mind actively looking for new experiences and stimulation," said Utarget chief executive Phil Cooper.

"This is completely different to the task-orientated behaviour that search marketing closely targets."

The study also highlighted the current demographic split for those watching video content online.

Surfers aged 18-24 spend over 10 per cent of their time online watching video, dropping to seven per cent for 25-34 year olds, four per cent for 35-44 year olds, three per cent for 45-54 year olds and just one per cent for surfers aged 55 plus.

"These figures highlight the impact that user-generated content has had on driving video content online, with sites such as YouTube proving extremely popular with young savvy internet users," said Cooper.

"However, with professionally produced video content now increasing online, covering almost every topic and interest, viewing video on the web will quickly extend across the UK online population."

Online video consumption is also affected by levels of internet use. Heavy internet users, those spending more than hours per day online, spend over twice as much time online watching video.