Euro Teens Respond to Online Advertising

Young adults in Europe find online advertising more effective than other channels; like their American youth counterparts. E-mail and instant messaging (IM) are high on the list of activities. A report commissioned by MSN and conducted by Helen Petrie, professor of human computer interaction at the University of York, details the online habits of young people in Europe.

Europeans age 16 to 24 years old use the Web as a social medium. Thirty percent of Web users in this group communicate via email and IM with friends, family and colleagues. E-mail and IM are more heavily used early in the week. Lunchtime and the end-of-day periods account for peak daily usage.

Due to time spent on email, 37 percent of online advertising is viewed by this group on email Web sites such as MSN’s Hotmail.

The Internet is viewed as the most favorable channel for advertising by this group, over traditional radio, cinema or magazine advertising. Nineteen percent find online ads the most informative form of advertising. Fifteen percent find it the most relevant when compared to traditional media in terms of “reflecting the advances in creativity in the digital marketing industry in recent years,” the report said.

In a statement, MSN EMEA Regional Sales Director Marc Bresseel said, “These results indicate that the online medium is an essential tool in young people’s daily lives with which they are highly engaged. Europe has 40 million consumers between the ages of 16 and 24 who are increasingly living a truly digital lifestyle and marketers need to take this into account when planning their advertising campaigns,”

The report recorded the personal communication habits of Internet usage of 16 to 24 year old Internet users on an hourly basis across Europe.

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