Friday, April 07, 2006

Euro Women Shift in Media Consumption

In the last year, TV consumption among European women increased 12 percent, while magazine readership fell 4.5 percent. The shift in media consumption makes the Internet Europe's fastest-growing medium.

Meanwhile, women spent around 9 hours a week online are catching up to men who spent an average of 11 hours a week online. Moreover, in 3 years the hours spent online by female internet users has grown by 63% and for men it has grown 54%.

The increase in Internet usage among women comes mainly from 16 to 24 year-olds. That segment includes young professionals and women with children. The use of the Internet among young professional women increased 116 percent, more than double its growth in 2003. Women with children use the Internet 14 percent more than women outside of this group in Europe.

-European Interactive Advertising Association (EIAA)


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