Europeans now spend more time online than reading newspapers or magazines, according to new reserach.

The European Interactive Advertising Association found that the internet now accounts for 20 per cent of all media consumption across Europe in terms of the time consumers spend engaging with such material. Newspapers accounted for 10 per cent and magazines 7 per cent.

Of the 1,000 people surveyed by the group, 40 per cent of web users were online seven days each week.

TV still comes out as the most popular medium accounting for 36 per cent of media time, but 70 per cent of those surveyed said that there was too much advertising on TV and one third said they watch less TV as a result of the internet.

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