The Internet is set to overtake television as a main form of media consumption in 2010 says a report by Microsoft called"Europe Logs on: Internet trends of today and tomorrow." The report covers Italy, France, Spain, Germany, the UK, Belgium, Austria, Switzerland, Denmark, Sweden, Netherlands, Finland, Norway Turkey, Gibraltar, Cyprus and Greece.
If the current growth trends continue, Microsoft states the turn could occur in June 2010 with a weekly average of 14.2 hours on the web and 11.5 hours on television. The report also states that TV will continue to be a strong source of media, however it will be experienced in new ways. Already, online videos are shown to be the most popular entertainment feature with 1 in 4 Europeans watching all kinds of videos.
The study found that Europeans are spending an average of 9 hours a week online, more time than they spend reading print media. They found that 65% of online activity was dedicated to news websites, social networking and email.
In the United States, online news consumption overtook print media, yet local television remains strongest. With cable, local and network TV combined, TV lead at 70% of news consumption, according to Pew Research Center's State of the News Media 2009 report. The report also stated that with the current growth of Internet, it will eventually pass television.
If the current growth trends continue, Microsoft states the turn could occur in June 2010 with a weekly average of 14.2 hours on the web and 11.5 hours on television. The report also states that TV will continue to be a strong source of media, however it will be experienced in new ways. Already, online videos are shown to be the most popular entertainment feature with 1 in 4 Europeans watching all kinds of videos.
The study found that Europeans are spending an average of 9 hours a week online, more time than they spend reading print media. They found that 65% of online activity was dedicated to news websites, social networking and email.
In the United States, online news consumption overtook print media, yet local television remains strongest. With cable, local and network TV combined, TV lead at 70% of news consumption, according to Pew Research Center's State of the News Media 2009 report. The report also stated that with the current growth of Internet, it will eventually pass television.
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