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European Internet Usage Grows - Topples TV

Posted: 14th Nov, 2007 By: MarkJ
The European Interactive Advertising Association has released the results from its latest study into the surfing activity from 10 EU nations including the UK. It found that 169 million people "frequently" go online for an average of 11.9 hours per week, with one third hitting 16 hours:

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.

The continued popularity of the internet amongst silver surfers and digital women has also been a key factor in driving the growth of online. Since 2006, there has been a 12% rise in the number of 55+ year olds using the internet each week and an 8% increase amongst women.

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.

83% of respondents stated that they can’t live without at least one online activity highlighting just how integral the internet has become to daily lives. A third (32%) of internet users claimed they couldn’t live without email while 96% admit to doing something less often as a result of the internet.

Almost two thirds (62%) use other forms of media less in favour of the internet, with 40% admitting to watching less TV, 22% not listening to as much radio and 28% reading newspapers less frequently – all supported by the fact 65% of internet users access news sites at least once a month.
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