Europeans spend more time online

29-11-2005

by Ciara O'Brien

Europeans are spending more time than ever on the internet, with online usage soaring.

According to the new Mediascope Europe Study by the European Interactive Advertising Association (EIAA), European internet users spend an average of at least 10 hours per week online -- a 17 percent increase on 2004, and 56 percent more time online than 2003.

French consumers spend the most time online, with an average of 13 hours per week, followed by the UK and Spain at 11 hours per week. Germany and Italy lag at the bottom of the table, spending nine and eight hours online per week respectively.

A new group of "super internet users" has also been identified, with 24 percent of users admitting to spending in excess of 16 hours per week online, while 69 percent are online five days or more each week. Broadband has contributed to this, with almost a third of those with high-speed connections spending more than 16 hours a week online.

The report revealed that online usage is growing more than any other medium. Over the period from 2004, TV use increased by 6 percent, radio grew by 14 percent, newspapers increased by 13 percent while time spent reading magazines actually decreased by 7 percent.

Broadband is also turning European internet users into more sophisticated surfers, embracing digital music, blogging and Voice over IP (VoIP), the reported added. Almost 30 percent of those involved in the survey said they downloaded music at least once a month, while 13 percent regularly contribute to online blogging sites. New technologies such as Voice over IP (VoIP) and podcasting are also gaining fans across the continent, with 10 percent using the internet to make telephone calls while 12 percent download podcasts at least once a month.

The internet is also a reliable way to target consumers, as it has become the second most used media throughout the day. From 10am to 5.30pm, it comes second only to radio, while during the early and late evening periods -- 5.30pm to 9pm and 9pm to 6am -- the medium is beaten only by TV.

"What is striking about this study is how quickly consumers are becoming such sophisticated internet users. It just goes to show that if you offer excellent content and services, the demand will be there," said Michael Kleindl, chairman of the EIAA. "This is an important point for marketers to note as the internet is unlike any other media in terms of the sophistication of interaction is offers with consumers."

The study surveyed more than 7,000 people across Europe, with interviews in the UK, Germany, France, Spain, Italy and the Nordics, conducted by SPA and Synovate.