European web-users are increasingly spending more time online at the expense of TV-viewing, reports JupiterResearch. Print media too are suffering a similar fate.
In a survey sample of 3812 respondents across five European countries (France, Germany, Spain, Sweden and the UK), 27% said they have increased time spent online in preference to watching TV - an increase of 63 percentage points since 2001 when just 17% made that claim.
In a similar question concerning newspapers during the same period, the figures were respectively 18% versus 13% - thirty-eight percentage points.
There is a notable correlation between broadband penetration and time spent online. In the UK, where broadband is connected to around 46% households (11.5 million of a 25m universe), some 40% of respondents said that increased internet usage had eroded their consumption of television.
Across the five nations surveyed, broadband penetration is sketchy, averaging just 19% of households. But coverage is expected to virtually double to 37% over the next five years - by which time the web "will be major a long-term threat" to TV broadcast and satellite operators.
Says analyst Olivier Beauvillian, the report's author: "Year-on-year we are continuing to see a seismic shift in where, when and how Europe's population consume media for information and entertainment and this has big implications for TV, newspaper and radio.
"Newspapers in particular need to identify how they can re-engage with this group, using their websites to attract a younger audience and focusing on the fundamental changes in online programming required to support this."
Data sourced from mad.co.uk; additional content by WARC staff