Adults living with children 40% more likely to use web

Adults living with children are 40% more likely to use the internet, according to research from the European Interactive Advertising Association (EIAA).

Over 7,000 Europeans took part in the research that found 73% of adults with children to go online every week.

Those with children were highlighted to be engaging with several forms of digital media more than those without, including the watching of TV and video online, sharing content and listening to the radio online.

Online habits also varied depending on the age of children, with parents of younger children, aged 0-4, going to health sites and those with children aged 10-15 going to price comparison and TV sites.

Alison Fennah, executive director of the EIAA, said, "Marketers have traditionally tracked youth as a demographic online so it's particularly interesting to see their influence on the rest of the family."

www.nma.co.uk Luan Goldie 2008-04-07