Like their American counterparts, young adults in Europe love communicating via the Internet and are more receptive to online advertising than other venues, according to a new study. The research,
commissioned by MSN and conducted by a professor at the University of York, found that 37 percent of online advertising is viewed by this group on e-mail Web sites such as MSN's Hotmail. Europeans age
16 to 24 years old use the Web as a social medium, the study found. Thirty percent of Web users in this group communicate via e-mail and IM with friends, family and colleagues. E-mail and IM are more
heavily used early in the week. Lunchtime and the end-of-day periods account for peak daily usage. "These results indicate that the online medium is an essential tool in young people's daily lives
with which they are highly engaged," said MSN EMEA Regional Sales Director Marc Bresseel. "Europe has 40 million consumers between the ages of 16 and 24 who are increasingly living a truly digital
lifestyle and marketers need to take this into account when planning their advertising campaigns," The report recorded the personal communication habits of Internet usage of 16-to 24-year-old Internet
users on an hourly basis across Europe.
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