426.9 million Europeans online across 28 markets. From
Belgium to Bulgaria, from UK to Ukraine – Euopeans are more connected
than ever before. What is impressive is that the majority of them, 91%
of internet users read news online (388.5million), with men more likely
to be consumers of news online than women (93% vs. 89%) and 35-54 year
olds to be the most likely to read news online.The Interactive Advertising Bureau Europe (IAB Europe) publishes the first results from 8th wave of Mediascope Europe, its flagship media consumption study totalling over 50,000 consumer interviews.
The study – measuring evolving media consumption patterns across online, radio, TV, newspapers and magazines. The study also covers internet use across four devices for the first time – computer, mobile, tablets and games consoles.
Key European findings revealed at IAB Europe’s Interact conference:
- 426.9m Europeans use the internet (65%), spending 14.8 hours online each week
- One third (37%) of Europeans access the internet using more than one device
- Traditional media activities are rapidly moving online with more than 9 in 10 European internet users visiting news websites
- Europeans are using the web and watching TV simultaneously to complement their viewing experience
- The internet has become an essential way for brands to engage with consumers with 4 in 10 European internet users agreeing that the way a brand communicates online is important
- 96% of European internet users research online for purchases and 87% shop online
INTERNET EVERYWHERE BY ANY MEANS
426.9 million Europeans go online every week (65%) with than one third (37%) accessing the internet using more than one device. 64% of people access the web via a computer – that’s 415.7 million people – and 21% use the internet on their mobile phone (139.2m). 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.
| Country | % who go online using a computer | % who go online using a mobile |
| Europe Average | 64% | 21% |
| Western Europe | 79% | 31% |
| Northern Europe | 86% | 36% |
| Southern Europe | 59% | 19% |
| Central & Eastern Europe | 53% | 14% |
Base: All respondents (1)
Time spent on the web differs by the device used – 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 amongst those using mobile phones and 9.3 hours for those using tablets. The figure is 6.8 hours via games console.
INTERNET BECOMES ‘ALL CONSUMING’ MEDIA DEVICE
What stands out in this research is how much of this ‘traditional’ media is now being consumed online.
- 91% of internet users read news online (388.5m) – men are more likely to be consumers of news online than women (93% vs. 89%) and 35-54 year olds are the most likely to read news online – at 93%
- 73% of internet users watch TV online (311.6m) – 16-24 year olds are the most likely to watch TV online – at 83% – closely followed by 35-44 year olds (81%)
- 67% of internet users listen to the radio online (286.0m) – this increases to 81% of 16-24s and men are more likely than women to listen to the radio online (68% vs. 66%)
| Demographic | % watching TV online | % reading newspapers online | % listening to the radio online |
| 16-24s | 83% | 89% | 81% |
| 25-34s | 70% | 92% | 67% |
| 35-44s | 81% | 93% | 78% |
| 45-54s | 70% | 93% | 60% |
| 55+ | 67% | 90% | 57% |
| Men | 93% | 73% | 68% |
| Women | 89% | 74% | 66% |
Further Reading in IAB-Europe
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