Web use in Europe rockets to 'super user' level

New research has identified that one quarter of Europeans are now 'super web users', spending at least 16 hours online every week.

Broadband users spend even more time online; 31 per cent average more than 16 hours each week.

Web use has increased by 17 per cent in just one year, outstripping growth in all other media.

The European Interactive Advertising Association (EIAA) trade group surveyed 7,000 people across Europe and found that the average web user spends 10 hours online.

French web users spend the most time online, averaging 13 hours online per week, and UK users average 11 hours each week. Thirteen per cent of web users contribute to blogs regularly and 12 per cent download podcasts regularly.

"The internet is unlike any other media in terms of the sophistication of interaction it offers with consumers," said EIAA chairman Michael Kleindl.

"What is striking about this study is how quickly consumers are becoming such sophisticated internet users. It just goes to show that if you offer excellent content and services, the demand will be there."

More news from journalism.co.uk:
US web ad revenues reach record $3.1 billion
Web ads boost brand
Net eclipses newspapers

Free daily newsletter

If you like our news and feature articles, you can sign up to receive our free daily (Mon-Fri) email newsletter (mobile friendly).