Increased broadband penetration across Europe has positively impacted the numbers of hours Europeans spend online, according to the European Interactive Advertising Association (EIAA).
The EIAA study shows that 45% of internet users in Europe now go online every day of the week, which the EIAA says demonstrates the increasing importance of the internet in our everyday lives and its growing role as an engagement medium among European consumers.
The average European internet user now spends 11 hours 20 minutes a week online compared to 10 hours and 15 minutes a week in 2005, an increase of 11%. With this increase, the average European is now online 5.4 days a week.
The EIAA adds that 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. In addition, 32% of 16-24 year old internet users visit social networking sites at least once a month.
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.
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.
The research also highlights the impact of broadband technology on internet usage and consumer interaction. 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.
| Country |
Broadband Penetration |
% that listen to online radio at least once a month |
% that download music at least once a month |
| France |
87% |
36 |
24 |
| Norway |
85% |
30 |
35 |
| UK |
84% |
33 |
33 |
| Sweden |
84% |
43 |
23 |
| Denmark |
84% |
35 |
22 |
Michael Kleindl, chairman of the EIAA, said: “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.
“As the internet continues to mature and adapt to consumer lifestyles, it will continue to be an integral part of our everyday lives.”
However, a recent report from Screen Digest said that broadband growth is slowing in the largest European regions (see Broadband Growth Slowing In Biggest EU Regions).
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