CNN International has conducted a survey on cross-platform audience behavior. The Guardian says it is the first European media owner to have done so.

The Digital Life survey observed audience habits across TV, online and mobile devices. 5,000 people across 19 European countries were accounted for.

Among the results:

• One-fifth of CNN viewers (17.9 percent) regularly listen to podcasts. 33.4 percent listen to online radio. (This statistic was drawn from data from both the digital European Media Survey and Pax.)
• 70 percent of viewers read magazines online; 74.4 percent watched recorded TV.
• Almost half (43.8 percent) share files or documents online; 38.4 percent use social networking sites.
• 87 percent own digital cameras, 35 percent an iPod or MP3 player, and 16 percent possess a smartphone.

SVP Max Raven of ad sales in the US, UK and Scandinavia said the survey highlights the growing significance of mobile — an area where CNN has begun allocating increasing resources.

"Our mobile inventory sold out for all of last year," he said. "We […] were selling for next to nothing because we sold on a fixed price and our audience has gone up so much, we have had to start selling it on a cost per thousand."

SVP Didier Mormesse of audience insight suggested CNN would alter the way it serves advertising and content, based on the results of the survey.

"The results [present] valuable learnings for media owners looking to adapt to new business models to reach audiences in the digital space, and appeal to advertisers [pursuing] multimedia solutions," said Mormesse.