The amount of time that European users "roam" on the web has exceeded the time to read newspapers and magazines and doubled compared to three years ago.

According to Jupiter Research's " European Media Acceptance 2006 " report, at present, on average, every European citizen spends about 4 hours per week on the Internet compared to 2 hours of 2003.

Europeans 'throw away' printed newspapers, love the Web images 1 Source: Newsweek Meanwhile, the average viewing time for newspapers and magazines is only 3 hours. However, TV continues to be the most popular media on the former continent, because Europeans spend up to 12 hours per week glued to the TV.

" Web reporting is an important milestone ," said Jupiter vice president and research director Mark Mulligan. " This trend changes the balance of power between the old and new media types. It also impacts on the development of advertising strategies, content, and advertising at the former continent ."

According to the report, the level of communication received by Europeans is directly influenced by two factors: age and broadband. The younger they are, the more likely they are to linger on the Web, while middle-aged or elderly people rely heavily on traditional print. Similarly, broadband users have three times more online time than dial-up users.

France, which has the highest rate of broadband access in Europe, also has the highest average online rate. Meanwhile, Germany is at the bottom of the table in both respects.

Trong Cam