The internet is overtaking TV in terms of popularity with the youth audience around Europe, according to research from the European Interactive Advertising Association (EIAA).
The findings reveal that 169 million people are now online across ten different European markets - a dream for internet advertisers.
In fact, 57 per cent of Europeans regularly access the internet each week, and the 16- to 24-year-old demographic now use the web more frequently than they watch telly. Almost half (48 per cent) say that their consumption of TV has dropped as a direct result of the internet.
As well as this, the internet continues to rise in popularity among 'silver surfers' and digital women - 12 per cent more people aged 55 or over now access the net than in 2006, as well as eight per cent more women.
The EIAA's chairman, Michael Kleindl, said: "Now in its fifth year our Mediascope study demonstrates just how quickly consumers can change their habits according to the digital opportunities they are offered.
"The challenge for advertisers is to create campaigns appropriate for these new empowered consumers."
EIAA interviewed more than 7,000 people for the study.
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