RSS LinkedIn Google Plus

Call us: 0800 014 9884

UK leads European online figures

UK_leads_European_online_figures_11311

UK online activity ahead of Europe

UK internet users are significantly more active online than the average European, according to a Mediascope Europe report commissioned by Internet Advertising Bureau Europe.

Key figures from the flagship study are listed below, with data taken from 50,000 consumers across 28 countries showing how people use the internet in 2012.

Findings reveal UK and Europe internet use

Not only is there a significantly higher percentage of adults online than across Europe, Brits also spend an average of two hours more browsing the web per week.

Moreover, smartphones and tablets have also been embraced by a much greater percentage of the UK population than the continent as a whole, with less than half of Europeans keen to take the internet with them when they leave their home or office.

UK Europe
Adults online 81% 65%
Smartphone owners 59% 44%
Tablet owners 21% 8%

Mobile browsing preferences are also revealed, showing that 19 per cent in the UK had shopped online with their phone compared with 11 per cent throughout Europe, with the UK (21 per cent) also more trusting of shopping via an app than Europe (9 per cent).

Media consumption has now shifted in the UK to the extent that tablet owners spend more time checking news on their device than they do reading newspapers or magazines. The ‘dual screening’ trend, which sees users watch television and surf the net simultaneously, has become a part of everyday UK life, with 35 per cent more people indulging in the pastime than in 2010. This rise means that nearly two thirds of UK adults now dual screen, while for Europe the figure is less than half.

Social media and advertising in the UK

Such a large online presence obviously creates a target for advertisers, but Mediascope Europe has revealed that UK users are not always receptive to their advances.

Curiously, while only 38 per cent stated that brand communication online was important, 59 per cent admitted that they find online advertising helpful when making purchase decisions. Brands using social media also have to work hard to turn a simple follow or like into a purchase, as while a third of users say they keep an eye on the social media accounts of their favourite brands, only a quarter said that this made them more likely to buy their products.

Indeed, followers are shown to be quick to turn against any brand with a poor marketing strategy, with 59 per cent complaining about a company directly through its social media account, 40 per cent removing their follow or like and 26 per cent going as far as setting up a rival group asking others to boycott the brand.

Daniel Nolan, managing director at theEword, said: “While it’s no real surprise that the UK is embracing new technologies, it is interesting to see how we compare with the rest of Europe. What this report doesn’t do is give reasons, so we can only speculate as to why the UK is so far ahead.”

Written by James Riches

Testimonials

"theEword team have been crucial to us achieving record growth in the last financial year"

~ defibshop ~

  defibshop

"theEword understand our market dynamics"

~ Lees Solicitors ~

  Lees Solicitors

"theEword are scrupulously honest and hardworking"

~ Britannia Living ~

  Britannia Living

"theEword consistently go above and beyond"

~ Merlin Entertainments ~

  Merlin Entertainments

View more of our testimonials »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »

April UK search market share: Bing revival stutters again Tuesday 5th of May, 2015by James Riches Bing’s mini-revival in the UK search market appears to have stalled, with data from StatCounter Global Stats showing a second consecutive monthly loss.

More on this story »

May UK search market share: Small gain for Google Monday 1st of June, 2015by James Riches Google’s dominance of the UK search market continues, as webmasters focus on mobile and the public search for Election and Eurovision results.

More on this story »
Twitter
theEword - 8 hours ago

Feel like you should know more about #digital? Book a place at our Eworkshop in September > http://t.co/APGqNn68zD http://t.co/JsCIkm6Wbm

Twitter
theEword - 11 hours ago

20% of people think that LinkedIn is the best channel for marketing a business. Do you agree?> http://t.co/OWKybrfFoz http://t.co/U9L0I8oVFH

Twitter
theEword - 15 hours ago

Want to write great digital #content? Read our latest ebook to learn some tips > http://t.co/xiADQ4gOQq http://t.co/QUiIgCGG1H

Twitter
theEword - 1 day ago

Looks tasty! #lightafireJo http://t.co/XMUEEMnrvH

Twitter
theEword - 1 day ago

Is anyone hungry? lightafireJo http://t.co/zRBlZ7STLM

Why it’s time to stop obsessing over search engine rankings Friday 12th of June, 2015by Dan Moores In this blog, we look at why the time is well past for some business owners and directors to let go of their obsession with rankings, and focus more on metrics like traffic and conversions.

More on this story »

What retailers need to know about conversion rate optimisation Monday 15th of June, 2015by Andy Williams Conversion rate optimisation (CRO) is the process increasing the number of visitors to a website into conversions. See why it's vital for retailers to use it.

More on this story »

What's the best social channel for your retail brand? Wednesday 24th of June, 2015by Dan Moores You already know how vital social media presence is. Here's how you can make the most of three very popular platforms - and not just from a brand-amplification standpoint.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword