The amount of time consumers spend using the internet is growing at a faster rate than other media and the way in which Europeans interact with the internet will play an even more important role in its continued growth. The EIAA study reveals the extent to which internet users are engaging with new services now available on the internet. Because of increased broadband penetration across Europe, consumers have more opportunity to interact with the medium. Social networking websites are visited at least once a month by 23% of online Europeans and online forums have seen a 30% increase in use year-on-year. 32% of 16-24 year old internet users visit social networking sites at least once a month, making that demographic the leaders of the social networking trend.

The study also demonstrates that 31% of European online users download music at least once a month, and 15% conduct telephone calls via the internet – a growth rate of 50% from last year. Currently, the Spanish and German markets lead in the use of online forums with 36% and 31% respectively interacting with those sites at least once a month. Sweden is leading the European internet radio trend with 43% of online users tuning in at least once a month, followed closely by the Spanish and French markets. 25% of internet users in France are also engaging with the blogosphere at least once a month, the highest percentage in all of Europe. These application and technology areas are in the early stages of adoption and are poised to be key areas for growth in the coming years.

The Importance of Broadband

The research highlights the impact of broadband technology on internet usage and consumer interaction. Due in part to the potential for more engaging interactions with the internet as a result of faster broadband speeds, Europeans spend 72% of their online time for personal reasons and 28% of their time online for work. Three quarters of European internet users now use broadband at their main point of internet connection, with France, the UK and Scandinavian nations leading on broadband penetration. 29% of all European home dial-up customers expect to upgrade to broadband in the next 12 months.

An average of 85% of online consumers in the UK, France, Norway, Sweden, and Denmark use broadband at their main point of internet connection, making those countries the leaders in broadband penetration. The EIAA study also reveals that consumers in countries with greater broadband penetration are more likely to use the internet for entertainment purposes.