Executive Summary (This is a document excerpt)

Instant messaging (IM) is one of the most widely used activities among European online users. IM usage is not just restricted to youths and teens but is also popular among older age groups such as 35- to 44-year-olds. IM users are also more active online users overall, with a higher adoption of online activities — such as watching online video — and greater engagement with social media than average online users. They are more proactive in connecting with others through social media and hence represent an important opportunity for marketers looking to energize consumers through social media.

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