10 October 2006

European citizens now spend more time on the Internet than reading magazines or newspapers, according to a study by Jupiter Research.

Spending an average of four hours each week on line, Europeans are devoting more of their time to the Internet than ever before, the survey found.

In comparison, respondents stated that they spend around three hours per week reading printed media.

Broadband proliferation was seen as the key factor determining the amount of Internet use between countries, with France's residents topping the length of time spent online.

Mark Mulligan, vice-president and research director at Jupiter Research, 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."

He added that the shift toward digital media would have repercussions in several industries, including advertising and communication.

Earlier in the year, media buyer Carat stated that online advertising will dominate the industry in the future.

© Adfero Ltd

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