14 DAY TRIAL // Although I dream about a day without computer, phone and TV, some people can't live without them. At least this is what the European Interactive Advertising Association revealed through a new research conducted in September 2007 in UK, Germany, France, Spain , Italy and some other countries. Here's what EIAA reports: 169 million people go online through 10 European markets, users spend online an average of 12 hours per week, Europeans connect to the web 5.5 days per week and 8 out of ten users on the continent access the Internet through a broadband connection.
What's more impressive is that now users tend to abandon the traditional and old-fashioned activities, such as watching TV, in the favor of the web. 82 percent of the people, with ages between 16-24, access the Internet 5 to 7 days a week. "Only 77% watch TV as regularly (a decrease of 5% since last year)," the report reads.
Now, let's see which are the most popular online activities among Europeans: 87 percent of the online European popular search the web, 81 percent send and read emails while 42 percent of them access social networking websites. Instant messaging is used by 37 percent of the online Europeans, while 31 percent of them download music. The same number of Europeans listen to online radio, while 26 percent communicate through forums.
But, what's more interesting is that 83 percent of the Europeans can't live without one of the activities mentioned above, while 32 percent of them found email as vital for their lives.
"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.