European Interactive Advertising Association Report Dec. 2010

The European Interactive Advertising Association has published the EIAA European Media Landscape Report Summary, December 2010.

The key findings of the report include:

  • 521m 16+ year old people in the 15 European countries sampled
  • According to EIAA’s latest Mediascope Europe study 76% (396m) of all 16+ year old people across 15 European markets surveyed use different media simultaneously with almost a third (30%) using the internet whilst they watch TV
  • A third (33%) of Europeans cannot live without the internet, equal to the percentage of Europeans who claim they cannot live without TV
  • 54% (279m) of Europeans use the internet in a typical week spending 12.1 hours online
  • 16‐24 year olds use the internet more frequently than they watch TV – 79% of this younger demographic use the internet between 5 and 7 days each week while 76% watch TV as regularly
  • More than 8 in 10 (83%) online Europeans use a broadband connection and over half (52%) of these broadband users are wireless
  • The most popular web activities amongst all European internet users include;
    • email (76%), communicating via social networking sites (45%)
    • instant messaging (40%)
    • watching film, TV or video clips (32%)
    • contributing to ratings and reviews (27%)
  • 71% state that as a result of the internet they are staying in touch with friends and relatives more, half (50%) have chosen better products or services and 47% are better able to manage their finances online
  • 55% of European internet users actively change their mind on what brand to buy after online research

Other relevant information provided in the report:

  • 51% access the Internet on a PC
  • 14% access the Internet via a mobile device
  • 43% watch or downloading films and video or stream TV
  • 80% of the population in Norway Sweden, Denmark and the Netherlands access the Internet at least once a week, with the European average fixed at an estimated 54%

Source: http://www.eiaa.net/

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