European affluents go online

4 June 2013

AMSTERDAM: Affluent Europeans are spending an increasing amount of time online, with significant digital consumption of newspapers and magazines and greater use of social media, a new report has said.

The EMS Europe survey from Ipsos, the advertising and media research firm, measured the media and consumption habits of the most affluent consumers and top business decision makers in the region. This excluded other digital behaviour relating to work, emails and study.

It found that 31% of consumption of newspapers and magazines is now done digitally, or 14 minutes out of the daily total of 45 minutes spent on this activity.

This was significantly more than for other forms of 'traditional' media. Some 11% of live TV was viewed online while 22% of radio listening was online.

Newspaper/magazine time spent online was on a par with the amount of time spent on social media, at 15 minutes per day. EMS Europe said the use of online social networking was "undoubtedly growing", and listed the sites favoured by Europe's affluent consumers as Facebook, Google+, LinkedIn and Twitter.

Despite that, a sizeable minority of 26% said they did not use any form of social networking.

In addition, mobile media consumption is becoming the norm. Within the EMS affluent universe, some 90% owned at least one internet enabled mobile device, whether smartphone, tablet, netbook or e-reader.

A further six minutes each were taken up with blog reading and contributing content in the form of blogs, comments etc.

EMS Europe noted that Europe's affluent had always been heavy consumers of international media and that the growth of digital platforms had resulted in two main effects.

Firstly, there had been a significant growth in brand reach. Affluent consumers, who previously had been unable to buy a particular print title or have a connection to a specific channel, could now do so easily via the internet.

And secondly, shifting consumption patterns were evident across platforms, as consumers could now access the content they wanted on whatever platform was most convenient.

Data sourced from Ipsos Netherlands; additional content by Warc staff