Discussing the impact of digital on business

Blog's archives December 2006 to February 2008 - http://www.guillaumedugardier.com » Internet rivalling TV in media consumption stakes

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Back to Home Written on 20-Dec-2007 by Gdugardier

European Interactive Advertising Association recently published it's Mediascope Europe 07.

"Key audience segments now show internet as most used media"

Key European Findings

· 169 million people now online across 10 European markets

· Internet use stretches ahead of TV amongst youth audience

· Uplift in online driven by rising use amongst silver surfers and digital women

· Internet users on average spending nearly 12 hours per week online and nearly a third (29%) spending upwards of 16 hours online

· Internet users access the internet 5.5 days per week

· Social networking sites now visited by 42% of internet users

· 8 out of 10 Europeans connect to the internet via a broadband connection

Some additional quotes:

For the first time ever, 16-24 year olds are now accessing the internet more frequently than they are watching TV – 82% of this younger demographic use the internet between 5 and 7 days each week while only 77% watch TV as regularly (a decrease of 5% since last year). 16-24 year olds also spend 10% more time surfing the internet than sat in front of the television and almost half (48%) claim their TV consumption has dropped off as a direct result of the internet.

Internet Taking On TV

While youth are putting online ahead of TV, internet consumption is in fact still hot on the heels of TV consumption amongst all demographics across Europe. Three quarters (75%) of all internet users go online between 5 and 7 days per week, an increase from 61% in 2004. However, the number that watch TV has remained stable at 86% for the last three years.

The internet is rapidly becoming a hub for all media with internet users increasingly consuming media such as magazines, newspapers, radio and TV digitally.

Top Three for Social Networking

Social networking continues to be all the rage with 42% of internet users now communicating via social networking sites at least once a month, putting it in third place (behind only search and email) in terms of most popular online activities.

The number of people watching TV, film or video clips online at least once a month has grown a massive 150% since 2006. This is accelerated by a further increase in broadband penetration – 8 out of 10 (81%) of all internet users now use a broadband connection.

Press release available in several languages here with additional findings, Mediascope 07's deck also available for download.

Hat tip to the EIAA, very interesting findings and smart way to share the datas.

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Tags: tv,eiaa

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