The European Interactive Advertising Association, has completed a survey about digital families. According to their study the Internet consumption is related to the family situation; “digital parents” spends more time online and has a higher level of technical knowledge than households without children. The web activities are also related to the age of the children.

The ways digital parents, of which some are heavy Internet users, are using Internet is also related to the access to broadband. The broadband access still varies in Europe and is likely to raise all over with the result of more media consumption through Internet.

From a sociological perspective; you can sometimes think of a social heritage, where children are affected by the social environment where they are brought up. I’m not talking of a shift, but here you see interesting and new ways of children as “digital natives” affecting their parents as “digital immigrants”.

                                                                                                Source: The IEAA Mediascope 2008

Tags: internet usage, broadband, interactivity, mediascope europe, eiaa, content, communication