SKOPOS - Internet research / panels



Picture of Euro-Internet Use from TGI
10/5/01



Internet usage displays some interesting variations across Europe, according to TGI Europa data released last week. Usage dips most at lunch and dinner time in France, mid-morning at brunch and lunchtime in Spain, whilst Britain displays no day or mealtime dips.

These are the headline findings from results published in BMRB’s TGI Europa Internet report. This examines the large and diverse Internet audience in France, Great Britain, Germany and Spain for the 2000 period. Other findings include the fact that usage in Spain continues to increase late into the night (ie after 11pm). In Germany, usage appears to fall into three significant peaks – mid-morning, late afternoon/early evening and then 9 to10pm. In Britain, usage generally peaks between 10 and 11pm.

The research also looked at users’ cross-media consumption, with the general conclusions being that:


  • All users’ busy lifestyle and interests outside the home result in lighter than average TV watching.
  • All users’ wide-ranging interests are supported by magazine reading.
  • High mobility results in users’ heavy exposure to transport advertising.
  • Users tend towards a young, sociable profile, and hence display a higher cinema-going habit than average.
  • Users express above average levels of interest in digital television.


The report also highlights some speculation as to the impact of the Internet on consumption of other media. The debate is over whether time on the Net eats into the use of more traditional media time. However, this research indicates that the current relatively low Internet time spent per month is only causing gradual erosion of all other media.

TGI based its research on 13,000 European users.