More than half (57%) of Europeans now regularly go online each week according to the European Interactive Advertising Association.
Europeans Choose The Internet Over TV
The research found that 169 million people are online in ten different European markets.
For the first time, 16 -24 year olds are going online more frequently than they are watching TV. Eighty-two percent use the Internet between 5 and 7 days a week, while only 77 percent watch TV as regularly. 16-24 year olds spend 10 percent more time surfing the Internet than viewing television and 48 percent say their TV viewing has decreased because of the Internet.
Among all demographics across Europe 75 percent of Internet users go online between 5 and 7 days per week, an increase from 61 percent in 2004. The number that watch TV has remained stable at 86 percent the last three years.
Time spent online has also increased. European Internet users are spending 11.9 hours online each week and 29 percent are considered “heavy” Internet users as they spend an average of 16 hours or more online each week.
The amount of people watching TV, movies or video clips online at least once a month has grown 150 percent since 2006. That is due in part to increased broadband penetration with 81 percent of all Internet users now having a broadband connection.
Alison Fennah, Executive Director of The EIAA said, “Our Mediascope study shows that consumers are using the Internet for function and fun as their media world becomes truly digital. We hope to help advertisers and agencies to understand this evolution and develop new and innovative communication strategies.”
