Using Internet at work

Paris, 17 October, 2007. The Online Publishers Association Europe announced today the results of its study of media consumption amongst the At Work audience. The study covers users in Germany, France, Spain, Italy, Switzerland and the UK and compares the consumption of the Internet, television, radio, newspapers and magazines. A repeat of research done in 2004, the new study offers valuable insights into how Internet usage has evolved over the last 3 years.

The study confirmed that daytime on the Internet is still primetime for “At Work” users, further reinforcing the view that the Internet is the best choice for advertisers seeking to reach highly educated, affluent consumers. What has changed since 2004 is that Internet use has largely encroached on television’s territory, reaching a second usage peak during the evening hours. As for the most popular types of Internet sites, Europeans visit news and information sites more than any other type of Internet destination. In fact, visiting news and information sites is the number one reason European “At Work” users access the Internet.

Some conclusions of the study:

• Media consumption habits have definitively changed - Internet now dominates daytime AND primetime media consumption in Europe

• 73% of European respondents go online every day (78% in France and 80% in the UK)

• In 2004, 84% of European respondents were online during the morning, and 44% during primetime. In 2007, the morning audience has remained stable, and the primetime audience has grown to 67%

• In 2004, 48% of European respondents preferred the Internet for finding out about new products. In 2007, the European average is 67%, and it’s even higher in Spain and France

• Internet advertising considered the most innovative, informative and relevant

• Europeans perceive online ads as more believable when they appear on a site they trust

• 82% of European At Work Users visit news and information sites, making them good places to advertise

It's a pity that this study doesn't tell us how many hours of work are wasted because of Internet...