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	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

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Executive Summary

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.

TABLE OF CONTENTS

• Comparable Survey Questions Reveal Global Online Behavior
• European Broadband Adoption Has Increased Spectacularly Since 2005
• Peer-To-Peer Activities Still Attract A Minority Of Europeans
• Laptop + Home Network = More Activities More Frequently
• Online Access And Behavior Vary By Gender, Age, And Income

WHAT IT MEANS

• Communication, Shopping, And Entertainment Will Continue To Shift Online
• Supplemental Material
• Related Research Documents

This is an excerpt

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