The European Interactive Advertising Association (EIAA) has revealed the results of a study entitled 'The EIAA Mediascope Europe Study'. The study reveals that media consumption in Europe has increased across the board.

Internet use has seen the the highest increase, of 17% since 2004, as compared to 6% for television and 13% for newspapers.

The study also "demonstrates ... the increasing sophistication of internet use among European customers." For example, people are using the internet for podcasting and downloading music. Blogging has also become popular amongst Europeans, with 13% of people regularly contributing to blogging sites.

Nigel Morris, CEO of Isobar Worldwide, said the following about the results of the study: "Just in case there is still anyone out there that doubts it, this study is yet more evidence showing the effectiveness of the internet as a channel for reaching and connecting with consumers."

The results of this EIAA study suggest that newspapers must capitalise on using the internet as a tool to reach their readers.

Source: EIAA