Internet overtakes magazines
4 December 2003
According to the results of a new survey, Europeans now spend more time online than they do reading magazines.
The research by the European Interactive Advertising Association revealed that the internet now accounts for ten per cent of Europeans' media consumption.
It means the internet is now approaching the newspaper sector, which boasts 13 per cent of total media consumption, in terms of time spent on an individual medium.
Television remains the dominant form of media, accounting for 41 per cent of people's media time.
Nigel Morris, president of Carat Interactive Worldwide, told Revolution that advertising revenue still heavily favoured the print market - with internet advertising representing just 1.5 per cent of overall advertising spend.
He argued: '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.'
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