With 426.9m Europeans online each week, the internet has become essential for brands to communicate with and engage customers, according to new research. 

The latest Interactive Advertising Bureau Europe (IAB Europe) findings from Mediascope Europe, which surveyed 50,000 respondents across 28 countries, showed 41% agree that the way a brand communicates online is important.

A staggering 96% of those surveyed claimed they use the internet to research online for purchases whilst 87% shop online and almost one fifth (19%) of all their shopping is done via the internet.

Additionally, nearly half of respondents admit they often visit the website of their favourite brands whilst 41% are likely to find out more about products they see advertised online, according to the report.

In other findings, the research showed a huge amount of traditional media – news, TV and radio – is being consumed online. According to the figures, 91% of internet users read news online; 73% of internet users watch TV online; and 67% of internet users listen to the radio online.

In terms of usability, the research showed over one third of Europeans access the internet using more than one device.

Alison Fennah, VP of Research and Marketing for IAB Europe, said: “What we see from the 2012 research is how the internet is being used together with traditional media – consumers aren’t rejecting one media platform over another, rather they are using multiple devices to enjoy a huge variety of media, either with their full attention or shared. For brands, advertisers and marketers, this information is essential to adapt and grow engagement with our consumers in our media multi-tasking world.”