14 DAY TRIAL // The world is changing and the traditional activities are replaced by new ones, often based on the computer and on the Internet. A new study conducted by the European Interactive Advertising Association revealed that more and more Europeans choose to use the Internet in the detriment of the traditional TV. According to the association, 16-24 year old European access the Internet much more than watching TV, no less than 82 percent of them admitting they use the web between 5 and 7 days each week. 87 percent of the online Europeans search the web periodically while 81 percent of them send and read email messages. No less than 42 percent of them access social networking services and 37 percent connect to instant messaging clients as Yahoo Messenger or Windows Live Messenger.
"Our Mediascope study shows that consumers are using the internet for function and fun as their media world becomes truly digital. We hope to help advertisers and agencies to understand this evolution and develop new and innovative communication strategies," Alison Fennah, Executive Director of The EIAA, stated.
In addition to the online activities mentioned above, only 20 percent of the Europeans connected to the Internet download files from the web and only 26 percent of them spend time on forums. Music downloading is one of the most popular activities among Europeans as 63 percent of the residents of this continent search for songs on the web.
"Now in its fifth year our Mediascope study demonstrates just how quickly consumers can change their habits according to the digital opportunities they are offered. The challenge for advertisers is to create campaigns appropriate for these new empowered consumers," Michael Kleindl, Chairman of the EIAA and Managing Partner of Valkiria Network, said.
If you want to read all the finding of the EIAA study, you can access the press release available here.