Media News - Tuesday, November 13, 2007

Europeans swapping traditional media for online

Almost two thirds of internet users in Europe are trading other forms of media for online, a new survey has suggested. According to figures from the European Interactive Advertising Association (EIAA), 62 per cent of those surveyed are now turning to the internet as a main source of news rather than traditional media. The EIAA Mediascope Europe Study, which interviewed 7,008 people from the UK, Germany, France, Spain, Italy, Scandinavia, the Netherlands and Belgium in September, found that 65 per cent of European internet users access news sites at least once a month. News sites came top in the list of websites visited at least once a month by users in the study above local information (52 per cent) and travel sites (51 per cent). In addition 28 per cent of the respondents admitted to reading newspapers less frequently as a result of the availability of news online. A further 40 per cent said they watched less television, while 22 per cent found they were listening to the radio less. Listening to the radio and watching television or video clips online, however, featured in the top ten most popular online activities across Europe with 31 per cent of those surveyed having listened to radio on the web and 30 per cent having streamed television or video. In their analysis of the results, the EIAA said they predict this trend in the consumption of news and media to continue growing in favour of online sources. (Journalism.co.uk)

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