The internet is rapidly gaining ground on more traditional media with European consumers now spending more time online than reading magazines, according to new research commissioned by the European Interactive Advertising Association.
The study, carried out by Millward Brown, shows that the internet now accounts for an average 10% of media consumption in Europe, placing it just ahead of magazines with 8% and just behind newspapers with an average of 13%.
Television was found to be by far the biggest medium, controlling 41% of people’s media time. However, nearly 45% of consumers surveyed claim to watch less television as a result of using the internet.
The study revealed a higher level of consistency in European internet penetration than previously thought. The UK leads the way with 49% of the population online, just ahead of Germany with 47%. However, France, Spain and Italy are catching up rapidly.
Commenting on the figures, Nigel Morris, president of Carat Interactive Worldwide, said: “This study further quantifies our knowledge that more people are using the internet more often and spending more time there.”
He added: “Despite this fact, online advertising still accounts for only 1.5% of total ad spending across Europe. Currently consumer usage of the internet is ahead of the advertising market. Brands need to constantly evaluate the role of the internet and how best to integrate it in order to build the most effective and efficient marketing and communication programmes.”
The study also found that one in three consumers believe that online advertising makes a brand more forward thinking. Nearly 90% of those surveyed think there is too much advertising on television, but less than half this number believe the same to be true online.
New research commissioned by the recently launched BT Yahoo! Broadband service claims that internet users now spend more time online than watching television. It revealed that the average internet user now spends 3.5 hours a day online, compared to just 2.8 hours watching television (see Consumers Are Spending More Time Online, Says Study).
