Europeans are more connected than ever before, a new study concludes after conducting interviews with 50,000 consumers regarding media consumption patterns. A record 426.9 million Europeans are now online with 91 percent reading online news.
The Interactive Advertising Bureau Europe (IAB Europe) has published the eighth Mediascope Europe media consumption study from research across 28 European nations.
The key findings published in the study reveal that 65 percent of Europeans are now online ( 426.9 million). Of the 91 percent of users who read news online, 35 to 54 year-olds are the most likely to do so, with more men than women sourcing their news online. The average time spent online each week is 14.8 hours.
The U.K. Government Office for Statistics recently released figures showing that the European average of households with Internet access was 73 percent. The Nordic countries recorded the highest percentage of Internet access, with the U.K. in eighth place. The Mediterranean countries recorded the lowest percentage of Internet access.