June 23, 2008 (updated July 2, 2008)

A Deep Dive Into Europeans' Online Behavior

Internet Use Is Up Dramatically, But Offline Media Still Holds Its Own

by Joost van Kruijsdijk

with Reineke Reitsma, Remy Fiorentino, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Forrester has surveyed European adults about their technology use for nine years. We track a wide variety of online activities relevant to consumers' daily lives, and we dive deeply into media consumption, online shopping, entertainment, and social networking online activities to understand how this changes over time. Now that broadband has reached 72% penetration among Internet users in Europe and is almost ubiquitous in some European countries, consumers are spending more time online engaged in dozens of new bandwidth-heavy activities. This deep dive into European consumers' behavior online will give market research professionals the tools they need to bring facts and insights into their company's marketing and strategic planning discussions.

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