Wireless internet users more engaged, online longer

A study by the European Interactive Advertising Association (EIAA) has found that wireless internet users are online longer, more likely to submit reviews, and spend more time on social networking sites than their wired counterparts.

by Helen Leggatt

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The study of over 1,500 Europeans, by the EIAA, found that 37 percent regularly used social networking sites, 33 percent regularly contribute reviews and around a third blog or share content they have generated.

"Increasing wireless working and the evolution of a Web 2.0 generation has meant that today´s workers are becoming super internet users with their levels of engagement far exceeding the average European consumer,” said Michael Kleindl, chairman of the EIAA.

It found the 25-44 age group to be “particularly heavy and engaged users of the internet”, spending around 18 hours per week online compared to a wired average of 11 hours 20 minutes.

Whichever way you look at the figures, the wireless generation certainly seems to be more digitally involved. Compared with wired users the wireless 25-44 age group regularly use news websites (83 percent compared to 66 percent of average internet users of the same age), 79 percent use banking and finance sites (compared to 55 percent) and 70 percent use technology sites (compared to 43 percent) and 39 percent say they use the internet to hunt for jobs.