Most European Internet Users Access Traditional Media Online

June 1, 2012

iabeurope-traditional-media-consumption-online-june2012.jpgThe vast majority of European internet users are watching TV, reading newspapers, and listening to the radio online, finds IAB Europe in a study released in May 2012. Breaking down the data by age group, the report finds that European internet users aged 16-24 are the most likely to watch TV (83%) and listen to the radio (81%) online, while 35-44-year-olds and 45-54-year-olds are most likely to read newspapers online (each at 93%). Many are also multitasking, with positive ramifications for advertisers: one-third of the 48% of Europeans who use the internet while watching TV indicate that the online activity they are engaging in is likely to be related to the program they are watching.

Internet Seen as Critical Touch Point for Brands

Data from the study, which used a combination of online, telephone, and face-to-face methodologies to total more than 50,000 interviews across 28 markets, indicates that Europeans’ internet use informs their product decisions and shapes their brand relationships. For example, 51% say the internet helps them choose better products and services, and 47% are likely to find out more about products they see advertised online. 46% of internet users say they often visit the website of their favorite brands, and 41% believe that the way in which a brand communicates online is important.

19% of Shopping Done Over the Internet

The importance of brands mastering their online presence in Europe becomes more apparent when looking at the extent to which Europeans shop online. Nearly all European internet users report researching online for purchases, while 87% shop online. In fact, 19% of all their shopping is done online, led by UK internet users, who allocate an impressive 32% of their shopping to online.

According to a Boston Consulting Group study released in March 2012, online retail is expected to represent 23% of the total UK retail economy in 2016, roughly double the proportion of the next-largest country by share, Germany (11.7%).

Other Findings:

  • Almost two-thirds of Europeans overall go online every week, with 37% using more than one device to access the internet.
  • 21% access the internet using their mobile phone, rising to 30% among 16-24-year-olds. May 2012 data from comScore indicates that 52.7% of UK mobile owners used a browser in the 3-month period ending in March 2012.
  • According to the IAB Europe study, Europeans spend 14.8 hours online each week, with time spent highest among those accessing via computers.

About the Data: The IAB Europe/Mediascope survey fieldwork took place in 28 European markets – UK, Germany, France, Italy, Spain, Belgium, Netherlands, Denmark, Norway, Sweden, Poland, Portugal, Russia, Switzerland, Turkey, Austria, Bulgaria, Croatia, Czech Republic, Finland, Greece, Hungary, Ireland, Romania, Serbia, Slovakia, Slovenia and Ukraine – in February 2012.

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