How Spaniards consume internet?.

178 million Europeans (60% of its population) regularly connect to the Internet an average 12 hours a week. Of these, 18.4 million are in Spain. Especially those who are between 35 and 54 years (6.3 million). By genre, there are only 9.1 million men and 9.3 million women (16% more than in 2007).

These are some of the data emerging from the sixth edition of "Mediascope Europe Study, an annual survey of the IALS (European Interactive Advertising Association). With regard to media consumption, depending on the time zone include the leadership of the radio and newspapers from six to ten o'clock (46% and 41% of respondents have identified as their media time reference in this section). Ten to five p.m., radio continues to maintain its top position (39%), followed in this case the Internet (37%). Five to nine p.m., magazines (46%) and Internet (45%) are the two most consulted. And the more "active" during the night were the band TV (67%) and e internet (39%).


Internet and TV, the most hours enganchanOtras the most interesting figures of the study have to do with the amount of hours spent each week average, which highlights the internet with 12.1 hours a week for Internet users (a 20% more than in 2004). Followed very closely the television (11.7 hours, 11% less than in 2004) and radio (10.9 hours, 22% less than in 2004). Spaniards spend 4.4 hours a week reading the newspaper and 3.6 hours reading magazines. Another issue addressed by the investigation has to do with the simultaneous consumption of media. According to the study, 23% of Internet users watch television while you are connected (and 21% listen to the radio). However, if we talk about the viewing public, 15% used the Internet compared to TV (14% and divides his attention to the daily press).
Web influences purchases According to the IALS, 35% of the Spanish (and 41% of Europeans) change their purchase intention after an online consultation. In addition, 91% have done for some of their purchases offline after a search on the Web and almost all, 98%, say they used the Web to find information related to their compras.En the past six months, 79 Spanish% of respondents made a purchase online and spent 521 euros on average, mostly in train tickets / air, holidays, music or film and theater tickets. 63% had an average of 4.9 purchases on the web.

MAJOR SOURCES OF CONSULTATION ON LINE Europe Spain
Search 66% 49%
Webs price 50% 39%
Websites brands 49% 44%
Críticas / Reviews online 46% 41%
Websites of shopping malls 45% 40%
Webs of professionals and experts 45% 39%
Internet access via mobile 16% 17%

Advertising on the Net

68% of Spaniards are considered neutral, positive or very positive about the ads tailored to their online surfing habits. 57% consider it important that these ads are targeted to their interests and preferences.
Seven out of ten Europeans consider it important that the ads do not interrupt their browsing while in Spain this figure drops to six out of ten.

Marketing News 15/12/2008