Articles

14.12.2010 Simultaneous media use rises in Europe

More than three-quarters of European consumers engage in simultaneous media use, according to a new report. Trade body the European Interactive Advertising Association assessed evolving habits in 15 markets, including France, Germany, Italy, Russia, Spain, Turkey and the UK. Its findings were representative of the attitudes and behaviours exhibited by 521m people over 16 years old. The EIAA revealed 76% of this audience utilise media concurrently, hitting 96% in Norway, 94% in Belgium and Denmark, and 93% in Sweden. French and German panellists registered the weakest uptake, on 58%, considerably behind the UK's 80% and the 82% provided by Russia and Italy. More specifically, 30% of Europeans go online while watching television, a figure reaching 28% for reading newspapers in front of the TV.

Comparative scores came in at 21% for flicking through magazines and 5% regarding browsing the mobile internet while also consuming broadcast content. This equates to 70% of people regularly employing a secondary form of media when having the television on. The peak time for watching TV and using the web both fall in the evening, as 84% of participants tune in to linear television and 75% go online during this daypart. Elsewhere, 65% of Europeans combine listening to the radio with another medium, as did 67% when reading a newspaper primarily held their attention, and 70% concerning magazines. Online also generated impressive totals in this area, as 67% of netizens "meshed media" while online, rising to 70% regarding the mobile web.

B.L. 14.12.2010