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European internet news consumption passes papers
Europeans are now spending more time on the internet than on reading newspapers and magazines, news research has found.
A study of more than 5,000 people in western Europe, conducted by Jupiter Research, found that Europeans now spend an average four hours a week online, compared to two hours in 2003.
In contrast, an average of just three hours is spent reading newspapers and magazines, the same amount of time as three years ago.
However, the amount of time spent watching television has also increased, up from ten hours in 2003 to 12 hours.
The European Media Consumption Consumer Survey 2006 also found that those aged 15 to 24 spend more time online than older people, while at the other end of the generation spectrum, those aged over 65 spend the most time reading magazines and newspapers.
The study also found that media consumption trends were also influenced by broadband access, with broadband users spending an average of seven hours a week online, compared to just two hours for those with dial-up internet connections.
Commenting on the results of the research, Jupiter Research vice president Mark Mulligan said: "The fact that internet consumption has passed print consumption is an important landmark for the establishment of the internet in the European media mix."
"This shift in the balance of power will increasingly shape content distribution strategies, advertising spend allocation and communication strategies in the European arena."
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