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Study shows growing net usage
Internet users in Europe are spending more and more time on the internet, leading to an increase in the use of social networking and blogging, as well as price comparison and information websites.That's according to a new study by the European Interactive Advertising Association (EIAA), which also found that broadband penetration across the continent is up by 14 per cent year-on-year.
France came top of the league in terms of broadband coverage, with penetration amounting to 87 per cent. Norway and the UK were close behind, with penetration rates of 85 per cent and 84 per cent, respectively.
The figures are great news for online advertisers, particularly as the EIAA also found that Europeans now spend an average of more than 11 hours per week online. Almost three quarters (72 per cent) spend most of their web time doing non-work-related things – so they are that much more likely to be in spending mode.
"The effectiveness of the internet as a channel for engaging and connecting with consumers has never been more evident than after reviewing the trends highlighted in this survey," said the EIAA's chairman, Michael Kleindl.
"As the internet continues to mature and adapt to consumer lifestyles, it will continue to be an integral part of our everyday lives."
Other findings from the study include the fact that 47 per cent of respondents consider the internet to be the best medium for finding what they want quickly.
More than 7,000 random interviews were conducted to compile the statistics.
Online Advertising news posted on 30 November 2006
