Television is losing out in the face of an increasing threat from the internet, with more than a quarter of Europeans claiming they are now spending less time watching TV in favour of spending more time surfing, according to a new report from JupiterResearch.
The new research – Evolution of Media Use in Europe – found that 27% of European internet users are choosing to spend more time using the internet at the expense of spending time watching television. This compares to just 17% in 2001, an increase of 10% in three years.
Those who have reduced their viewing time are broadband users, as well the younger age groups such as 15-24s. Light television viewers, who spend less than five hours per week watching have also cut down on their viewing time.
Access to fast internet servies on broadband is a key driver to spending more time surfing the internet, with 40% of broadband users saying they have spent less time watching TV since using the internet. While broadband penetration will reach 19% in Western Europe by the end of 2004, this will rise to 37% in 2009, representing a major long-term cannibalization threat to TV companies.
In November, new research from Mediaedge:cia indicated that the traditional power of television advertising is being eroded by the increased use of the internet by consumers, with a direct transfer in consumption evident from television to the internet(see Internet Usage Eroding TV Ad Effectiveness).
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