Europe: New data reports that 55% of internet users go online every day

Posted by Lauren Drablier on November 21, 2008 at 12:57 PM

The European Interactive Advertising Association (EIAA) released a study showing that Europeans are increasingly turning to the Internet. Usage is increasing both for leisure pursuits and a means to manage their daily lifestyles.

55% of the 178 million European Internet users go online everyday and 51% go online on the weekends. In addition, it is the 25-34 year -olds that are driving recent growth. The study also highlights the top ten activities people do online; here are the top five:

73% Keep in touch with friends / relatives
54% Book holidays / travel arrangements
51% Choose better products or services
46% Manage finances
42% Access health information

The Internet also holds a power over consumers, for example, according to the survey when Europeans consider purchasing a product, they value the "websites of well-known brands, online customer and expert reviews."

According to Michael Kleindl, Chairman of the EIAA and Managing Partner of Valkiria Network, "the growing accessibility of the internet and its adaptability and potential to develop in line with changing consumer wants and needs has been a key driver of growth in recent years."

Source: Publicitas