Social Networking To Drive Next Wave of Internet Usage

The way in which Europeans interact with the internet is constantly changing as the medium evolves and matures, according to research announced by the European Interactive Advertising Association (EIAA). The 2006 Mediascope research reveals that social networking and establishing personal connections via internet phone calls, instant messaging and online forums will continue to drive internet growth as the medium becomes a more ingrained part of the consumer’s lifestyle.
The research also demonstrates that increased broadband penetration across Europe has positively impacted the numbers of hours Europeans spend online and has contributed to the increased use of price comparison, news and local information websites, blogging, online radio and music downloads.
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