European business leaders are not abandoning traditional media as their use of the internet increases, according to the Europe 2001 survey by Ipsos-RSL.

Investigating the behaviour of the continent’s top-earning 4%, the study found that the penetration of pan-European TV stayed constant year-on-year at 15%, while readership of international publications actually increased slightly from 25% to 26%.

However, the continued popularity of traditional media coexists with heavy internet use. Around 91% of respondents have online access, 33% surf the web daily, with an overall average of three hours twenty minutes spent on the internet every week.

Leading the field as the most popular daily international publication is the Financial Times, with 15% readership among those earning over E75,000. The most widely read international weekly was The Economist (8%), followed by Newsweek and Time (both 5%). National Geographic led among fortnightly, monthly and bi-monthly titles with 10%.

Top earners continue to watch relatively little television, said the survey, with only 36% viewing for over ten hours per week. However, they watch a proportionately higher amount of pan-European than national TV, a sign of regular travel.

News source: CampaignLive (UK)