PresseBox
Pressemitteilung BoxID: 339780 (European Interactive Advertising Association)
  • European Interactive Advertising Association
  • 6 Silkweavers Mews Rothwell
  • NN14 6 Northants
  • http://www.eiaa.net
  • Ansprechpartner
  • Steffen Hohl
  • +49 (40) 679446-79

EIAA Spotlight V: Internetnutzung

Dieses EIAA Mediascope Europe Spotlight bietet einen Überblick zur Internetnutzung der Europäer

(PresseBox) (Northants, ) Das sind die wichtigsten Ergebnisse:

- According to the new Mediascope Europe 2010 survey 54% (279m) of Europeans surveyed use the internet in a typical week

- These internet users spend 12.1 hours online each week and 28% are heavy internet users spending 16+ hours online each week. Additionally Europeans spend more time online that reading newspapers (4.8 hours) and magazines (4.1 hours) collectively

- Over half (53%) of all European internet users go online everyday of the week with 33% claiming they could not live without it

- The most popular web activities amongst European internet users include email (76%), communicating via social networking sites (45%), instant messaging (40%), watching film, TV or video clips (32%), ratings and reviews (27%) and music downloads (26%) showing how the internet is a popular source of entertainment and that 'word of web' is continuing to play a central role in communications

- 87% of European internet users cannot live without at least one web activity with almost half (46%) claiming they could not live without email

- More than 8 in 10 (83%) use a broadband connection and over half (52%) of these broadband users are wireless

- 71% state that as a result of the internet they are staying in touch with friends and relatives more, half (50%) have chosen better products or services, 47% are better able to manage their finances online and 43% have booked more holidays or made travel arrangements

- Regarding websites visited news (56%), banking and finance (46%), local information (40%), travel (37%), film (35%) and price comparison (34%) are the most popular website types amongst European internet users

- When researching or considering a product or service, 48% consider online expert reviews an important information source, with both websites of well known brands (41%) and well known retailers (39%) following closely, showing that internet users are increasingly using online to make purchase decisions

- 55% of European internet users actively change their mind on what brand to buy after online research with 58% of these changing their mind on what electrical brand to buy

- 86% of all online Europeans shop online, buying an average of 11 items each in a period of six months and spending €655 on these items

- The research also highlights the most popular products or services bought online amongst European internet users - 46% have bought books online, 34% have bought travel tickets and electrical goods (36%), clothes (34%) and holidays (32%) are also popular online purchases

* EIAA Mediascope Europe 2010 incorporated a further five European markets in addition to the original 10 surveyed since 2004.

European Interactive Advertising Association

Seit die EIAA Mediascope Europe Studie im Jahr 2004 zum ersten Mal unter zehn europäischen Ländern durchgeführt wurde, gehört sie zu den umfassendsten Umfragen, in denen die Internetgewohnheiten der Verbraucher untersucht werden. Die Ausweitung der Studie auf 15 europäische Länder stellt einen weiteren Meilenstein dar, um die Ähnlichkeiten und Unterschiede beim Mediennutzungsverhalten der Europäer deutlich zu machen. Seit 2005 betreut die Marktforschungsagentur SPA die Studie und wird vor Ort von Synovate, GlobalPark, TNS und Doxa unterstützt.