Internet usage in Europe – Mediascope Europe
Mediascope Europe is one of the few major studies to examine user behavior with regard to media use. Once again, over 50,000 interviews were conducted in 28 countries. The Mediascope Europe has been in existence since 2003. Another bulletin was published at the end of June and I find the following two topics particularly interesting:
Mobile device base is growing and growing
68% of all Europeans own a cell phone with Internet access and as many as 44% of all Europeans own a smartphone (in Switzerland, the figure is 57%). The age distribution shows what we can expect in the future when it comes to mobile. This is because 60% of under 35-year-olds use a smartphone, while only 20% of over 35-year-olds own a smartphone. This means that mobile will increase in the future for purely demographic reasons. Added to this is a change in the usage behavior of the older generations. The proportion of smartphone owners over the age of 35 is also likely to increase in the coming years.
Silversurfers hardly use the internet any differently than younger
Although the proportion of internet users over the age of 55 is small at 36% on average in Europe, they hardly use the internet any differently. This means that an incredible 70% of silversurfers are online during TV prime time, 84% use the internet for e-commerce and 37% use social media networks on a daily basis.
It is also interesting to note that the web is sometimes used quite differently in different countries. In Romania, for example, instant messaging is used 60% more than the European average. But see for yourself.
The bulletin of the study can be downloaded here.
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