European Traditional Media Consumption Online By Generation [CHART]

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The vast majority of European internet users are watching TV, reading newspapers, and listening to the radio online, finds IAB Europe in a study released in May 2012. Breaking down the data by age group, the report finds that European internet users aged 16-24 are the most likely to watch TV (83%) and listen to the radio (81%) online, while 35-44-year-olds and 45-54-year-olds are most likely to read newspapers online (each at 93%). Many are also multitasking, with positive ramifications for advertisers: one-third of the 48% of Europeans who use the internet while watching TV indicate that the online activity they are engaging in is likely to be related to the program they are watching. Read the rest at Marketing Charts.

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