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Usage Patterns

Demographics

There were an estimated 518,512,109 internet users in Europe at mid-year 2012, representing 63.5% of the European population, according to statistics updated on June 30, 2012 by Internet World Stats.

European top 5 countries in number of internet users, mid-year 2012:
1. Germany: 67,364,898 (82.7% of the population in the country)
2. Russia: 61,472,011 (44.3%)
3. UK: 52,731,209 (84.1%)
4. France: 50,290,226 (77.2%)
5. Italy: 35,800,000 (58.7%)

(Internet World Stats, October 2012)


Europe is, without a doubt, a digitally sophisticated region. Twenty percent of the world's internet users are European, although they only make up 12% of the world's population, according to a MintTwist infographic on European Internet Habits. Investment in broadband and technology has contributed to this share. Internet adoption, especially broadband, is significantly higher than the rest of the world.

Europe is also rapidly adopting smartphones and tablets. By 2014 there will be an estimated 35 million tablets in the area. Multi-screen browsing is becoming normal behaviour.

Nonetheless, there are still countries that lag behind in accessing the internet (e.g. Greece) and there are notable differences in country behaviours for social networks.

Language also plays a huge role. Russian is one of the fastest growing internet languages and this is shown in its millions of users, participation in social media and the number of searches it conducts. English is also popular but you cannot assume that everyone is speaking or reading in it.

Developing for desktop, phone and tablet screens would be the best approach if you are trying to reach more than one country in Europe.

European internet users aged between 25 and 74 years old are the most likely to use travel services.

Facebook is the most popular social network and has slowly been encroaching on native sites such as Hyves (the Netherlands) and nk.pl (Poland). However, in Russia, the popularity of VK has held. While VK holds more than a passing resemblance to Facebook, it's  popularity is partly due to its integrated BitTorrent file sharing so films and videos can be viewed and downloaded from the site.

The UK, Germany and the Netherlands love shopping online but Italy doesn't. Broadband penetration will play a part in this (Italy has less than 60%) but offline challenges such as reliable delivery methods and distribution channels also contribute to whether habits are taken up. (MintTwist - Infographic: European Internet Habits, May 2013)
With over 8 out of 10 people aged between 16 and 74 years old going online daily, Denmark, the Netherlands and Luxembourg are the European leaders in internet access, according to Le Portail des Statistiques du Grand-Duché de Luxembourg.

% of people aged 16-74 years old going online daily by country, 2012 compared to 2007:
- Denmark: 81% (66%)
- Netherlands: 81% (66%)
- Luxembourg: 81% (56%)
- Sweden: 80% (58%)
- Finland: 78% (62%)
- UK: 73% (48%)
- Belgium: 65% (up from 49%)
- Germany: 65% (46%)
- France: 65% (40%)
- Austria: 60% (45%)
- Slovakia: 60% (33%)
- Estonia: 59% (43%)
- Hungary: 58% (37%)
- Ireland: 58% (32%)
- Malta: 57% (34%)
- Slovenia: 53% (38%)
- Italy: 51% (31%)
- Spain: 51% (30%)
- Lithuania: 50% (30%)
- Cyprus: 47% (23%)
- Poland: 46% (27%)
- Portugal: 45% (27%)
- Czech Republic: 43% (24%)
- Greece: 41% (19%)
- Bulgaria: 40% (20%)
- Romania: 29% (12%)

(Le Portail des Statistiques du Grand-Duché de Luxembourg, May 2013)
Due in large part to heavy investment by their respective governments, consumers in the Nordic countries enjoy some of the highest internet penetration rates in the world. eMarketer estimates that 2013 penetration rates will range from 88% in Denmark, 90% in Finland, and 94% in Sweden, and Norway. Access to the internet is almost uniform across age demographics, with only the very young and very old not at saturation levels. Schools, homes and offices in the Nordic countries are all very likely to provide consumers with internet access.

This region was also quick to adapt to the rise of the mobile web. According to February 2012 data from the Interactive Advertising Bureau Europe (IAB Europe), TNS Infratest and Google, smartphone penetration in these countries was quite high, exceeding 50% of the population in both Norway and Sweden.

Smartphone users in select Nordic countries, February 2012 (% of population):
- Norway: 54%
- Sweden: 51%
- Denmark: 45%
- Finland: 38%

(eMarketer, May 2013)
Western Europe will boast more than 267 million internet users in 2012, according to eMarketer. By 2016, nearly 290 million will be online, representing 69% of the region's residents.

Internet users in Western Europe, 2011-2016:
- 2011: 259.6 million
- 2012: 267.2 million
- 2013: 274.6 million
- 2014: 281.0 million
- 2015: 286.0 million
- 2016: 289.7 million

Germany, with the largest population overall, also has the greatest number of web users: some 57 million in 2012, and 10 million more than the UK. In France, over 40 million people will be online this year. While in Italy and Spain, the internet population will be nearer to 30 million.

Many patterns of online behaviour are similar throughout the EU-5, according to eMarketer's report "Western Europe Internet Usage: Variations on a Theme." Email and search are universally popular. But there are notable differences, too. For example, Spain's web users are more likely than those in other countries to be active in social networking. In addition, the reach of social networks is rising faster in France, Germany and Italy than in the UK.

Internet users in Western Europe, by country, 2011-2016:
- Germany: 55.6 million in 2011 to rise to 59.6 million by 2016
- UK: 45.5 million in 2011 to rise to 50.4 million by 2016
- France: 39.8 million in 2011 to rise to 43.8 million by 2016
- Italy: 30.1 million in 2011 to rise to 36.0 million by 2016
- Spain: 28.9 million in 2011 to rise to 33.5 million by 2016
- Other Western countries: 59.6 million in 2011 to rise to 66.4 million by 2016

(eMarketer, May 2012)
There will be 210.9 million internet users in Central and Eastern Europe (including Russia) by the end of this 2012, according to eMarketer. The figure is forecast to reach 270.8 million in 2016. If current trends continue, a large portion of those users will access the web via a mobile device.

eMarketer's internet user estimate includes users of any age who access the internet from any location via any device, including mobile, at least once per month. (eMarketer, March 2012)
379.4 million Europeans went online in November 2011 for an average of 27.8 hours per person, according to an overview of internet usage in Europe by comScore. This overview highlights internet usage in 49 European markets aggregated into the European region and provides individual reporting on 18 markets.

The Russian internet audience continued to grow and surpass Germany as the largest online market in Europe. The UK continued to show the highest engagement, with users spending an average of 38.2 hours online during the month.

Overview of European Internet Usage by Country, November 2011 (Total Europe Audience, Age 15+, Home and Work Locations):
Worldwide: 1,438,877,000 unique visitors / 24.4 average hours per visitor / 2,353 average pages per visitor
Europe: 379,402,000 / 27.8 / 2,982
- Russian Federation: 52,486,000 / 24.5 / 2,730
- Germany: 50,856,000 / 25.8 / 2,977
- France: 42,939,000 / 28.6 / 2,903
- UK: 37,477,000 / 38.2 / 3,450
- Italy: 24,225,000 / 18.8 / 2,027
- Turkey: 23,302,000 / 32.2 / 3,845
- Spain: 21,612,000 / 27.4 / 2,401
- Poland: 18,194,000 / 27.4 / 3,208
- Netherlands: 11,992,000 / 34.3 / 3,398
- Sweden: 6,231,000 / 25.9 / 2,697
- Belgium: 6,068,000 / 20.8 / 2,286
- Switzerland: 4,790,000 / 19.0 / 2,027
- Austria: 4,745,000 / 15.1 / 1,648
- Portugal: 4,286,000 / 21.2 / 2,186
- Denmark: 3,682,000 / 23.3 / 2,411
- Finland: 3,387,000 / 26.0 / 2,591
- Norway: 3,272,000 / 28.9 / 2,627
- Ireland: 2,355,000 / 21.3 / 2,071

(comScore, January 2012)
In the EU27, almost three quarters of households had access to the internet in the first quarter of 2011, compared with almost half in the first quarter of 2006, according to the European Commission's Eurostat statistics arm.

The level of internet access increased in all Member States between 2006 and 2011, however differences remain significant. In 2011, shares of internet access of 90% and over were recorded in the Netherlands (94%), Luxembourg and Sweden (both 91%), and Denmark (90%); while shares of 50% and below were registered in Bulgaria (45%), Romania (47%), and Greece (50%).

Households with internet access in the EU27, 2011:
EU27: 73%
- Belgium: 77%
- Bulgaria: 45%
- Czech Republic: 67%
- Denmark: 90%
- Germany: 83%
- Estonia: 71%
- Ireland: 78%
- Greece: 50%
- Spain: 64%
- France: 76%
- Italy: 62%
- Cyprus: 57%
- Latvia: 64%
- Lithuania: 62%
- Luxembourg: 91%
- Hungary: 65%
- Malta: 75%
- Netherlands: 94%
- Austria: 75%
- Poland: 67%
- Portugal: 58%
- Romania: 47%
- Slovenia: 73%
- Slovakia: 71%
- Finland: 84%
- Sweden: 91%
- UK: 85%
- Iceland: 93%
- Norway: 92%
- Croatia: 61%
- Former Yug. Rep. of Macedonia: 46%
- Turkey: 43%

(Eurostat, December 2011)
A decreasing, but still significant, part of the EU population has never used the internet, according to the European Commission's Eurostat statistics arm. The share of individuals aged 16-74 in the EU27 who had never used the internet decreased from 42% in the first quarter of 2006 to 24% in the first quarter of 2011.

The target set for 2015 by the Digital Agenda for Europe is to reduce the share of individuals in the EU27 aged 16-74 who had never used the internet to 15%.

In 2011, the highest proportions of those having never used the internet were observed in Romania (54% of individuals aged 16-74), Bulgaria (46%), Greece (45%), Cyprus and Portugal (both 41%), and the lowest in Sweden (5%), Denmark and the Netherlands (both 7%), Luxembourg (8%) and Finland (9%).

Individuals aged 16-74 in EU27 who have never used the internet, 2011:
EU27 : 24%
- Belgium: 14%
- Bulgaria: 46%
- Czech Republic: 24%
- Denmark: 7%
- Germany: 16%
- Estonia: 20%
- Ireland: 21%
- Greece: 45%
- Spain: 29%
- France: 18%
- Italy: 39%
- Cyprus: 41%
- Latvia: 27%
- Lithuania: 33%
- Luxembourg: 8%
- Hungary: 28%
- Malta: 30%
- Netherlands: 7%
- Austria: 18%
- Poland: 33%
- Portugal: 41%
- Romania: 54%
- Slovenia : 29%
- Slovakia: 20%
- Finland: 9%
- Sweden: 5%
- UK: 11%
- Iceland: 4%
- Norway: 5%
- Croatia: 39%
- Turkey: 55%

(Eurostat, December 2011)


The Netherlands topped the list of European countries in terms of internet adoption in Spring 2010 with an adoption rate of 91%, according to the Portail des Statistiques du Grand- Duché de Luxembourg.  Luxembourg came second with a level of 90%.

Former EU27 countries are all above the European average of 70% except for a few South European countries including Spain and Italy (59%), Portugal (54%) and Greece (46%) that are now lagging behind some of the new member states.  At the bottom of the list are Romania (42%) and Bulgaria (33%). (Le Portail des Statistiques du Grand-Duché de Luxembourg, February 2011)


There are an estimated 322.1 million internet users in Europe in 2009, according to eMarketer.

Internet users in Europe in 2008-2013:
- 2008: 303.8 million
- 2009: 322.1 million
- 2010: 338.2 million
- 2011: 351.9 million
- 2012: 364.3 million
- 2013: 374.9 million
(eMarketer, June 2009)

 

Searches and Search Engines

 

Europeans age 15 and older conducted 41 billion searches at an average of 116 searches per searcher in August 2010, according to comScore. Poland ranked highest in Europe with 157 searches per searcher, followed by the UK (144 searches per searcher) and Finland (141 searches per searcher).

Top 10 European countries by searches per searcher, August 2010 (Total Eurrope, Age 15+, Home & Work locations):
Europe: 116.3
1. Poland: 156.8
2. UK: 143.8
3. Finland: 140.8
4. Turkey: 138.3
5. Ireland: 129.9
6. Belgium: 129.9
7. France: 129.4
8. Portugal: 118.0
9. Italy: 114.8
10. Sweden: 112.3
(comScore, September 2010)

Access

70% of households in the EU27 had access to the internet in the first quarter of 2010, compared with 49% in the first quarter of 2006, according to Eurostat, the statistical office of the European Union.

The level of internet access increased in all Member States between 2006 and 2010, most notably in Romania where it tripled, and in Bulgaria, the Czech Republic, Greece, Hungary and Slovakia, where it doubled or almost doubled. In 2010, the highest shares of internet access were recorded in the Netherlands (91%), Luxembourg (90%), Sweden (88%) and Denmark (86%), and the lowest in Bulgaria (33%), Romania (42%) and Greece (46%).

Households with internet access in 2010 compared to 2006 in EU27:
EU27: 70% in 2010, up from 49% in 2006
- Belgium: 73% / 54%
- Bulgaria: 33% / 17%
- Czech Rep.: 61% / 29%
- Denmark: 86% / 79%
- Germany: 82% / 67%
- Estonia: 68% / 46%
- Ireland: 72% / 50%
- Greece: 46% / 23%
- Spain: 59% / 39%
- France: 74% / 41%
- Italy: 59% / 40%
- Cyprus: 54% / 37%
- Latvia: 60% / 42%
- Lithuania: 61% / 35%
- Luxembourg: 90% / 70%
- Hungary: 60% / 32%
- Malta: 70% / 53%
- Netherlands: 91% / 80%
- Austria: 73% / 52%
- Poland: 63% / 36%
- Portugal: 54% / 35%
- Romania: 42% / 14%
- Slovenia: 68% / 54%
- Slovakia: 67% / 27%
- Finland: 81% / 65%
- Sweden: 88% / 77%
- UK: 80% / 63%
- Norway: 90% / 69%
- Croatia: 56%
- Turkey: 42%

In 2010, the level of internet access for households with children in the EU27 was significantly higher than for households without children (84% compared with 65%). This was the case in all Member States. The shares for households with children ranged from 50% in Romania to 99% in the Netherlands and Finland. In twelve Member States the share was 90% or more for households with children. (Eurostat, December 2010)

 





Last Updated on Saturday, 29 June 2013 20:24
 

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