IAB: 426.9 Million Europeans Use The Internet, Spending 14.8 Hours Online Each Week

Posted on May 31 2012 - 9:35am by Editorial Staff

IAB Europe’s annual AdEx Benchmark survey which we reported yesterday said that Europe’s online advertising market grew 14.5% year-on-year to a market value of €20.9 billion in 2011. Today, IAB Europe published the first results from 8th wave of Mediascope Europe study. The study which was conducted using a combination of online, telephone and face-to-face methodologies totalled over 50,000 consumer interviews.

Key European findings:

  • 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
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