European internet users are spending an average of 12 hours a week online, an hour more than last year, with youngsters spending more time with their computers rather than the traditional TV set, according to new research from the European Interactive Advertising Association (EIAA).
Social networking has exploded, with more than 40% of internet users regularly visiting sites such as Bebo and Facebook compared with over 20% last year. Two years ago the number was so small it did not register as a separate category in the annual survey.
A recent report from independent market analyst Datamonitor forecast that global active memberships in social networking sites would reach 230 million at the end of 2007 (see Social Networking Site Memberships To Reach 230 Million).
The EIAA report says that an increase in usage of instant messaging and the message functions of social networks has led to a decrease in email. The EIAA’s Mediascope Europe survey shows 81% of surfers say they have sent an email at least once a month over the past year, down from 85% in the 2006 survey.
The Italians are the heaviest users of the net, with an average 13.6 hours, followed by the Swedes on 13 hours and the French on 12.7 hours. The British – in seventh place – spend 12 hours a week, up from 11.3 hours in 2006. The Dutch are last on 9.8 hours.
Of the 169 million Europeans online, eight out of ten are using broadband, helping to explain the rise in popularity of online video and TV services, which need fast connections. Almost a third of European web users have watched a TV, film or video clip, compared with 12% last year. A fifth have downloaded a video.
The survey also shows that over 80% of 16- to 24-year-olds use the web between five and seven days a week while only 77% watch TV as regularly – a drop of 5% from last year.
The real growth in internet usage over the past year has been among women and the 55-plus age group, with a 12% rise in the number of silver surfers, aged 55 and above, who use the web at least once a week. The number of women using the internet at least once a week has grown 8%.
Recent research from IPC Media found that 71% of UK women go online every day, with the average woman having been connected to the web for six and a half years (see New Research Finds Women At Home On The Web).
In August, Ofcom’s annual Communications Market Report 2007 revealed that UK silver surfers spend an average of 42 hours online every month, more than any other age group (see Silver Surfers Spend More Time Online Than Any Other Age Group).
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