Europeans now spend longer surfing the web than they do reading magazines, according to a new study.

Research by Millward Brown for the European Interactive Advertising Association found that the internet now accounts for 10% of European media consumption -- ahead of the 8% for magazines and not far behind the 13% for newspapers.

However, the EIAA argues that the ad industry has failed to keep up with people's media habits. Just 1.5% of advertising outlay goes online, much less than is spent on magazines.

"Currently consumer usage of the internet is ahead of the advertising market," declared Nigel Morris, president of Carat Interactive Worldwide. "Brands need to constantly evaluate the role of the internet and how best to integrate it in order to build the most effective and efficient marketing and communication programmes."

Television topped the consumption poll, accounting for 41% of Europeans' media intake. However, almost 90% of respondents think there are too many ads on TV, more than double the percentage who believe the internet suffers the same problem.

Data sourced from: BrandRepublic (UK); additional content by WARC staff