For Europeans age 16-24 - and there are 40 million of them - the most favored channel for advertising is the internet, besting traditional radio, cinema or magazine advertising, according to a report commissioned by MSN, writes ClickZ. Some 19 percent consider online ads the most informative form of advertising; 15 percent find it the most relevant in terms of "reflecting the advances in creativity in the digital marketing industry in recent years," according to the report.

European youth, like youth elsewhere, use the web as a social medium, with 30 percent communicating via email and IMing with friends, family and colleagues. Email and IM are more heavily used early in the week, and lunchtime and the end-of-day are the peak daily usage periods.

Because of the heavy email use, 37 percent of online advertising is viewed by European youth on email sites.