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European Study Reveals Growth in Online Use

The way in which Europeans interact with the internet is constantly changing as the medium evolves and matures, according to research announced by the European Interactive Advertising Association (EIAA).

The 2006 Mediascope research reveals that social networking and establishing personal connections via internet phone calls, instant messaging and online forums will continue to drive internet growth as the medium becomes a more ingrained part of the consumer's lifestyle.

The research also demonstrates that increased broadband penetration across Europe has positively impacted the numbers of hours Europeans spend online and has contributed to the increased use of price comparison, news and local information websites, blogging, online radio and music downloads.

The EIAA study finds that 45 percent of internet users in Europe now go online every day of the week, which demonstrates the increasing importance of the internet in our everyday lives and its growing role as an engagement medium among European consumers.

The average European internet user now spends 11 hours 20 minutes a week online compared to 10 hours and 15 minutes a week in 2005, an increase of 11 percent. With this increase, the average European is now online 5.4 days a week.

With over 7,000 people across Europe interviewed, The EIAA Mediascope Europe Study is one of the most comprehensive pieces of research available into how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce. The research was managed by SPA and conducted by Synovate.

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