Wireless Users Make the Most of the Net

Research from the European Interactive Advertising Association (EIAA) have reported that 37% of European wireless users regularly visit social networking sites, a third create and share their own content and 33% of wireless users contribute reviews and ratings to websites, illustrating the high level of online engagement of those who regularly access the internet on the move via a PDA or laptop in a wi-fi location.

The study, conducted by Synovate, explores the trends and usage patterns of Europe's wireless users. The research highlights that their total weekly internet use reaches 17 hours or 10% of their week, compared to the average European internet user who spends 11 hours and 20 minutes online each week.

Wireless Workers: 25-44 year olds

The 25-44 year old age group prove particularly heavy and engaged users of the internet, spending 5 hours more each week online (17.8 hours) than watching TV (12.9 hours), their next most popular media pastime.

The study gives us a clear picture of a new 'wireless workstyle': 83% of this user group regularly use news websites (compared to 66% of average European internet users of the same age), 79% use banking and finance sites (compared to 55%) and 70% use technology sites (compared to 43%). It is also a key research tool for this group, with 39% citing that they visit recruitment sites or look into jobs online.

Wireless Work and Play

94% of all wireless users who access the internet on the move via a PDA or laptop in a wi-fi location also use broadband at their main point of internet connection - a 9% growth since 2005. 81% have a home PC (compared to 61% of all Europeans) 68% have an MP3 player or iPod and 61% have wi-fi access in their home. This group also use the internet much more at the weekend, with 91% of on the move PDA/laptop users using the internet on a Saturday or Sunday compared to 79% of all internet users.

Upwardly Mobile

Additionally, internet users who own a mobile phone and access the internet on the move using their phone are also heavy users of the internet. On average this group spends over 15 hours a week online and 79% of this user group are aged under 45 years old (compared with 64 % of all internet users). 76% of these mobile users have used Bluetooth and 71% have surfed internet sites on their mobile.

"Increasing wireless working and the evolution of a Web 2.0 generation has meant that today's workers are becoming super internet users with their levels of engagement far exceeding the average European consumer. Our research highlights the extent of their online activity, the spectrum of sites visited as well as the sophisticated nature of their user behaviour," says Michael Kleindl, Chairman of the EIAA.

He continues, "Recent industry announcements, including the unveiling of the iPhone and Vodafone's deals with YouTube, eBay and mySpace, further highlight the future for wireless technologies and their continued integration into our evolving digital lifestyles."

The study involved 7,036 random telephone interviews with over 1,000 respondents in the UK, Germany, France, Spain, Italy and the Nordics respectively and 500 respondents in Belgium and the Netherlands respectively. Interviews were conducted throughout September 2006. "

Posted to the site on 15th March 2007