The Jupiter Research Study polled over 5,000 people in the UK, France, Germany, Italy, and Spain on their media habits.  Some more highlights:

• Time spent watching television has increased from 10 to 12 hours a week.
• Europeans are still well behind Internet-savvy Americans, who spend an average of 14 hours a week online.
• Europeans with broadband access spend 7 hours a week online compared to 2 for those with dial-up connections, suggesting that the proliferation of broadband will increase time online time.
• In France, where 79% of Internet-users have broadband, the weekly online time is 5 hours a week, compared to 3 hours in Germany, which is still mainly dial-up.
• Mark Mulligan, research director at Jupiter, on the findings: “This shift in the balance of power will increasingly shape content distribution strategies, advertising spend allocation and communication strategies.”
• Most of Europeans’ online time is spent on email and research, with little time allotted to entertainment.  15-24-year-olds are nearly twice as likely to frequent entertainment websites including video and music content.
  

With the move to broadband and increasing European new media offerings, we can only expect online time to continue increasing.  Hopefully those three weekly hours of print reading will stay constant for a good long time.

Source: Financial Times