426.9m Europeans online across 28 markets
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426.9m Europeans online across 28 markets
from Belgium to Bulgaria, UK to Ukraine
Europeans are more connected than ever before
IAB Europe publishes the first results from 8th wave of Mediascope Europe, its flagship media consumption study totalling over 50,000 consumer interviews
The Interactive Advertising Bureau Europe (IAB Europe) is pleased to announce the latest findings from Mediascope Europe, the industry standard European media consumption study first launched in 2003 – 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
Conducted using a combination of online, telephone and face-to-face methodologies totalling over 50,000 interviews across 28 markets Mediascope Europe now ranks as one of the leading sources of data on European consumer use of media and online shopping habits. Reed more …
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