Online usage levels highest in Western Europe

30 April 2010

LONDON/WASHINGTON: Consumers in Western Europe spend more time online than their counterparts in the US and Asia, research covering some of the world's biggest markets has shown.

According to new data from TGI – available in full to Warc subscribers here – the typical netizen in France spent 20 hours a month surfing the web in 2009.

Internet users in the UK also devoted 18 hours to the activity each month, a figure that fell to 15 hours for their counterparts in Germany and 14 hours in Spain.

Elsewhere, consumers in the US registered a typical consumption time of 17.2 hours a month last year, while their peers in Japan posted 11.2 hours overall.

Among emerging markets, Russia's online audience invested 15.9 hours in browsing content, sending and receiving email and other similar activities per month, with China on 9.3 hours and South Africa on 7.9 hours.

Many countries in Eastern Europe displayed high rates of web use, with Hungary on 29.5 hours a month, Bulgaria on 17.4 hours and the Slovak Republic on 16.3 hours in the same timeframe.

However, usage levels were highest of all in Sweden, which is also one of Europe's most developed internet advertising markets, on 39 hours overall.

Warc subscribers can access all of TGI's media usage statistics, which also include TV, magazines, newspapers, radio and cinema, here.

Data sourced from Warc