The amount of time consumers spend online has increased by 36% over the past four years to total 12 hours a week, according to the European Interactive Advertising Association (EIAA) Mediascope Europe Study.
The annual research into the online and media habits of 9,095 Europeans found time spent online had grown from 8.8 hours a week in 2004 to 12 hours in 2008.
However, it also found that daily European internet use has decreased, from 57% in 2007 to 55% this year.
Just under half (49%) of broadband internet users have a wireless connection, which the EIAA said has helped encourage 52% of users to 'media mesh', or consume multiple media at the same time, a practice which rose to 68% of younger internet users.
Some 29% of respondents said they watched TV while on the internet and 20% said they used the internet while watching TV.
Alison Fennah, executive director of the EIAA, said the use of wireless has led to the mix of media consumption. "Habits change with wireless as users can constantly refer to the internet," she said.
The research also highlighted the behaviour of the 'golden youth' demographic — affluent 25-34-year-olds who grew up with a lot of technology. The report found this demographic was driving online growth, with almost two-thirds (63%) going online daily.
"Far from the information tool of five years ago, the internet has evolved into more than just a media channel," said Fennah. "This is made evident by the fact that the traditionally upmarket yet time-poor golden youth are increasingly turning to the internet."
She added that this demographic will continue to increase its internet use, which should lead to the internet becoming the primary channel for brand advertisers.
"We'll see a tip further towards more internet-led campaigns for brand owners as consumers spend more time online than with other media," Fennah said.
The EIAA research found 97% of consumers researched products online, with search engines, price-comparison sites and well-known brand websites ranking highly as important sources of information.
Some 41% of European consumers admitted to changing their mind about a brand based on online research, and the amount who went on to purchase jumped 74%.
Laura Chaibi, head of APG research and consumer Insight at Yahoo Europe, said, "Consumers are increasingly empowered and brands that adopt a do-nothing strategy on the internet will harm themselves. The research also shows that more women than men are now online, so it will be interesting to see if there will be more female-focused content online in the coming years."
In addition to more women online, the times when people use the internet have shifted from during the week to weekends, with 51% now using the internet at weekends.
Source: NewMediaAge