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Lifestyles of Europe’s digital families

Posted on the April 29th, 2008

EIAA (European Interactive Advertising Association) reported this month that adults living with children spend more time online than adults in households without minors. The findings about online trends in Europe are from EIAA‘s first ever “Digital Families” report, according to the media trade organization.

“Almost three-quarters (73%) of people living with children are logging on to the internet each week, compared with only half (52%) of those without,” the EIAA report reveals.

Overall, digital parents are ramping up their web time, spending 11.6 hours online each week (up 36% since 2004) and over a quarter are heavy users of the internet (27%). Digital families are also more likely than those households without children to use the internet at the weekends (58% vs. 40%).

This online activity has meant that digital families are consuming other media less as a result of the internet – 44% of digital parents are watching less TV, almost a third read fewer magazines and newspapers (31% and 30% respectively) and almost a quarter (24%) listen to the radio less.

Read more about the study here.

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