By: E&P Staff
A new report from JupiterResearch has found that European Internet users now spend more time online than they do reading newspapers and magazines.
The new study “European Media Consumption Consumer Survey 2006,” found that European Internet users spend an average of four hours per week online, which is double the amount of time they reported spending just three years ago. Time spent reading newspapers and magazines is now three hours, with respondents spending an average total of 19 hours each week consuming media (up from 15 hours in 2003). TV still consumes the most media-consumption in terms of time spent, with consumers reporting 12 hours per week in front of the set.
“The fact that Internet consumption has passed print consumption is an important landmark for the establishment of the Internet in the European media mix,” said Mark Mulligan, Vice President & Research Director at JupiterResearch, in a statement. “This shift in the balance of power will increasingly shape content distribution strategies, advertising spend allocation and communication strategies in the European arena.”