New figures from the Office of National Statistics reveal 43.5 million adults are now online, one million more than this time last year.
Businesses and brands are responding, increasing their digital marketing budgets consistently while cash for other media stays flat.
But there is still work to be done; there over seven million British adults who are not online.
Most importantly, however, young people are by and large 100 per cent internet-savvy. Indeed the ONS data shows 99 per cent of 16 to 24-year-olds have used the web.
The figures remain almost as good all the way up to people in the mid-50s, encompassing the vast majority of the UK's consumers.
A spokesperson for the ONS said: "Internet use is linked to various socioeconomic and demographic characteristics, such as age, sex, disability, geographical location and weekly earnings.
"For example, those who are less likely to have used the internet include elderly and disabled adults."