Trends Report

Understanding The Changing Needs Of The European Online Consumer

An Empowered Report: How Online And Mobile Behaviors Are Changing

May 17th, 2011
With contributors:
Reineke Reitsma , Samantha Jaddou

Summary

For more than 10 years, Forrester has been tracking consumers' online and offline behavior in Europe. Our trending data shows that while consumers are continuing to expand their online behaviors, they are more selective about what they're doing online. In fact, 2010 is the second year we recorded a decline in usage of basic online activities in Europe. This year's European data shows a continuous growth in the amount of time consumers spend with online media, including a widespread adoption of social activities as well as the growing importance of mobile phones.

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