Internet Grows Up!

An interesting bit of research found by the Inq released yesterday shows that the age of internet users is maturing alongside the ever growing uses of this technology.

The report issued by the European Interactive Advertising Association (EIAA) shows that us Europeans are widening our use of the internet by expanding from leisurely activities to managing our daily lifestyles.

Over half of us are now on the net every day – 75 percent of us in the evening and just over half at the weekend - highlighting that it is not just office-based browsing.

The report also outlines that freedom and flexibility are key watchwords for today’s consumers as almost half of us are now using wireless devices to access the web.

The top 10 activities people are doing more because of the Internet include keeping in touch with friends and family, managing finances, keeping up to date with current affairs and booking holidays.

While previous reports have highlighted peaks of growing popularity amongst the 16-24’s and the older generation this report reveals a wider spectrum of us are using the internet with 25-34 year olds collectively driving recent growth.

Time spent online has risen amongst this age group from 13 hours a week last year up to 13.9 today – on average this age group spends 16 hours or more online each week and almost two thirds are online daily.

This age group has been dubbed the ‘Golden Youth’ life-stage as they are believed to be happier, more confident and more financially secure – making them perfect targets for advertisers. The table shows how online spending has changed.