European internet use eclipses traditional print media

France, which has high rates of household broadband access, returns the greatest amount of time spent on the internet. Conversely, Germans spend much less time online, but an average of 14 hours a week watching free-to-air multi-channel TV -- the highest of any European nation in the survey.

Mark Mulligan, vice-president and research director at Jupiter Research, said: "The fact that internet consumption has passed print consumption is an important landmark for the establishment of the internet in the European media mix."

Mulligan added that the shift in balance between new and print media usage would "increasingly shape content distribution strategies, advertising spend allocation and communication strategies in the European arena".

The Jupiter Research report also highlighted the importance of broadband accessibility in shaping internet usage, with broadband users spending an average of more than three times longer online than dial-up customers.

The full Jupiter Research report is available to clients via the company's website.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.