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	August 22, 2007 Profiling European Internet Avoiders by Reineke Reitsma

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Executive Summary

About 12 million consumers in Europe¿s five key geographies have access to the Internet but never use it. Most of these Internet avoiders live in Southern Europe, but even 2 million British consumers shy away from actually using the Internet. The majority of Internet avoiders are women, especially senior women. Their current attitude is mainly a matter of insecurity and education: the majority is willing to try the Internet if somebody helps them understand how the Internet works, or if it was simpler to use.

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