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EIAA points to fast-developing online behaviour

Europeans are spending 56 per cent more time online compared to 2003, according to the latest research from the European Interactive Advertising Association (EIAA).

The EIAA Mediascope Europe Study reveals that the average European internet user now spends 10 hours and 15 minutes per week online, compared to 8hrs 45mins a week last year, a 17 per cent increase. More than 24 per cent of those questioned spend more than 16 hours a week using the internet, and 69 per cent are online at least five days a week.

The study also reveals that 29 per cent of those questioned download music at least once a month, while 13 per cent regularly contribute to online blogging sites. With the exception of early mornings (6am – 10am), the internet is the second most used media throughout the rest of the day – after radio from 10am-5.30pm, and TV in the evening.

French consumers were found to spend the most time online – an average of 13 hours – followed by the UK and Spain with an average of 11 hours.

“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 and managing partner of Valkiria Network.

“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,” he added.

The research, through SPA and Aegis’ Synovate, included 7,000 respondents in UK, Germany, France, Spain, Italy, the Nordics, Belgium and the Netherlands.

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