According to the IAB Europe study from Mediascope Europe, 426.9 million Europeans go online every week with 37% accessing the Internet using more than one device. 64% of people access the web via a computer, 415.7 million people, and 21% use the Internet on their mobile phone (139.2m).
European Internet Users | ||
Country | % Online Using A Computer | % Using A Mobile |
Europe Average | 64% | 21% |
Western Europe | 79% | 31% |
Northern Europe | 86% | 36% |
Southern Europe | 59% | 19% |
Central & Eastern Europe | 53% | 14% |
Source: IAB Europe/Mediascope, June 2012 |
Using the internet via a computer is most popular in Norway and Switzerland (89%) and users are most likely to be aged between 25-44 years old (44%). Mobile internet users are most likely to be 16-24 years old (30%) and using the internet via a mobile phone is most popular in the UK, Norway and Sweden where more than 4 in 10 access the internet via this device.
Key European findings revealed at IAB Europe’s Interactive conference:
European’s spend a total of 14.8 hours online each week. Those using a computer spend 13.3 hours, compared to 9.4 hours among those using mobile phones and 9.3 hours for those using tablets, and 6.8 hours via games console.
What stands out in this research is how much of this ‘traditional’ media is now being consumed online, says the report:
European Traditional Media Consumption Online (% of Internet Users, June 2012) | |||
Age Group | Online Activity | ||
Watch TV | Read Newspapers | Listen to Radio | |
16-24 | 83% | 89% | 81% |
25-34 | 70 | 92 | 67 |
35-44 | 81 | 93 | 78 |
45-54 | 70 | 93 | 60 |
55+ | 67 | 90 | 57 |
Men | 93 | 73 | 68 |
Women | 89 | 74 | 66 |
Source: IAB Europe/Mediascope, June 2012 |
48% of Europeans say they use the internet while watching TV, and 16% of all time spent watching TV in Europe is done while using the internet. Europe’s heaviest online/TV multi-taskers are the Norwegians at 70%, followed by 68% of TV watchers in France and 62% of those watching TV in the UK. 33% of all TV and online multi-taskers say the online activity they’re doing is likely to be related to the TV program they’re watching.
Alison Fennah, Vice President of Research and Marketing for IAB Europe comments, “... many Europeans are... using the web and watching TV simultaneously... a third of those are consuming complementary content... companies that... adapt to these changing consumption patterns will... succeed in the future.”
The Internet has become an essential way for brands to communicate and engage with consumers:
96% of European Internet users research online for purchases, 87% shop online and 19% of all their shopping is done via the Internet. In a six month period Europeans spent €188 billion buying goods and services online, an average of €544 per European online shopper. Norwegian Internet shoppers averaged the highest spend online (€1,162) followed by Swiss (€919) and Danish (€894) online shoppers. UK Internet users devote the greatest share of total shopping spend to online (32.0%) followed by German (25.4%).
Fennah concludes, “... the internet is being used together with traditional media... consumers... are using multiple devices to enjoy a huge variety of media, either with their full attention or shared. For brands, advertisers and marketers, this information is essential to adapt and grow engagement... “
For additional information from IAB/Europe, please visit here.