Guardian: Net gains ground on old media

Europeans: net connected,
growing, largely ignored

Online media consumption in Europe is growing (now greater than magazines), but online media spend is still a disproportionately small fraction of total ad spend. European marketers need to adjust their media budgets and increase the online part, if they want to be efficient with their media planning.

The internet is rapidly catching up with traditional media, with Europeans now spending more time surfing the web than flicking through magazines, new figures show. The explosion of news and entertainment sites on the internet, combined with a decline in daily newspaper reading means the internet now accounts for an average of 10 percent of media consumption in Europe.