·         Social networking websites are used by nearly a quarter of Europeans, at least once a month

·         Europeans now spend over 11 hours per week online

·         Broadband penetration is up 14% across Europe year-on-year

·         72% of Europeans spend the majority of their time online for personal reasons, less so for work

 

 

London, 29^th November 2006 –The way in which Europeans interact with the internet is constantly changing as the medium evolves and matures, according to research announced today by the European Interactive Advertising Association (EIAA). The 2006 Mediascope research reveals that social networking and establishing personal connections via internet phone calls, instant messaging and online forums will continue to drive internet growth as the medium becomes a more ingrained part of the consumer’s lifestyle. The research also demonstrates that increased broadband penetration across Europe has positively impacted the numbers of hours Europeans spend online and has contributed to the increased use of price comparison, news and local information websites, blogging, online radio and music downloads.

 

The EIAA study finds that 45% of internet users in Europe now go online every day of the week, which 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.

 

With over 7,000 people across Europe interviewed, The EIAA Mediascope Europe Study is one of the most comprehensive pieces of research available into how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce. The research was managed by SPA and conducted by Synovate. Synovate is a member of the Aegis Group.

 

The amount of time consumers spend using the internet is growing at a faster rate than other media and the way in which Europeans interact with the internet will play an even more important role in its continued growth. The EIAA study reveals the extent to which internet users are engaging with new services now available on the internet. 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. 32% of 16-24 year old internet users visit social networking sites at least once a month, making that demographic the leaders of the social networking trend.

 

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. Currently, the Spanish and German markets lead in the use of online forums with 36% and 31% respectively interacting with those sites at least once a month.  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. 25% of internet users in France are also engaging with the blogosphere at least once a month, the highest percentage in all of Europe. These application and technology areas are in the early stages of adoption and are poised to be key areas for growth in the coming years.

 

The research highlights the impact of broadband technology on internet usage and consumer interaction. Due in part to the potential for more engaging interactions with the internet as a result of faster broadband speeds, 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. The EIAA study also reveals that consumers in countries with greater broadband penetration are more likely to use the internet for entertainment purposes.

 

 

 

The EIAA Mediascope survey asked Europeans to choose one media that best suited their needs to get the content they want, when they want it. The survey results demonstrate consumer confidence towards the internet with 47% of respondents choosing the internet as their preferred media to find what they want quickly. 44% of Europeans also chose the internet as the medium that has what they want, when they want it and 36% of consumers believe that using the internet keeps them ahead of the game.

 

This year’s report highlights a boom in Italy’s internet usage with an increase in the number of days used (up from 4.5 days a week in 2005 to 4.8 in 2006) and the hours that Italy spends online have increased from 8.4 hours per week in 2005 to 12.1 hours in 2006. In parallel, Italy has experienced a significant 8% growth in broadband penetration this year, potentially contributing to the increased amount of time the nation spends online.

 

“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,” said Michael Kleindl, Chairman of the EIAA and Managing Partner of Valkiria Network. “As the internet continues to mature and adapt to consumer lifestyles, it will continue to be an integral part of our everyday lives.”

 

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The study involved 7,036 random telephone interviews with over 1,000 respondents in the UK, Germany, France, Spain, Italy and the Nordics respectively and 500 respondents in Belgium and the Netherlands respectively. Interviews were conducted throughout September 2006.

 

The European Interactive Advertising Association (www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AD Europe, AdLINK Internet Media AG, AOL Europe, MSN International, Tiscali, Yahoo! Europe, LYCOS Europe and T-Online International. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network. The EIAA members’ networks account for 79% of the European online audience.

Alison Fennah                                                   Charlotte Holder/Gemma Yates

Executive Director                                             Red Consultancy

EIAA                                                                     Tel: 020 7025 6500

Tel: 01536 712710                                           Email: charlotte.holder@redconsultancy.com

Email: afennah@eiaa.net                                               gemma.yates@redconsultancy.com