MUMBAI: When it comes to surfing the internet Hong Kong residents come out on top. A recent survey by Nielsen//NetRatings shows that residents spend nearly 22 hours surfing in February 2005. This represents a 25 per cent growth over February 2004.

The net is not that hot in Italy. Italians on average log eight hours online during the month. Americans spend an average of 14 hours a month surfing. This is close to the worldwide average. Interestingly America is the only country where people have reduced their net uptake. Their net consumption is down by two per cent.

Nielsen//NetRatings senior internet analyst Kaizad Gotla said, "There are many opportunities ahead for companies online, but if they just continue to do what they're doing today, they're only going to move sideways. Acquiring users in markets that are currently in their growth stages will lead to a loyal user base that will pay dividends for Internet companies in the future.

"Shifts in media consumption, steadily improving online offerings, and growing broadband penetration are likely factors in growing the number of online user sessions on a global basis."

Net usage in the US is showing mature growth which is forcing innovation of new web offerings.
The latest global research from Nielsen//NetRatings tracked the Web usage behavior of 12 countries worldwide

The following table gives an idea of the uptake of the net.