Even though the Internet has evolved from the Global Village on sprawling metropolis, European users want their digital media consumption as simple and structured as possible (Fan, Lee & Park 2009, p.89). Use the online usage patterns change and the attempt of the users, their time on the Internet as effectively as possible, forcing advertisers to explore the motives behind the routine of their web audience.
“Living with the Internet: a global study on the use of the Internet use motives” is a recent study, conducted jointly with Microsoft Advertising Mindshare and MEC. The study was aimed at examining the changes in online user behavior, to show how the digital media consumption has developed (Microsoft Advertising 2011, p. 52). In the study of Internet use records were analyzed from 7,000 users in ten countries, including France, Spain, Russia and Great Britain. In another survey of 400 to 500 people, the effectiveness of online advertising has been investigated. To gain deeper insights, were also interviewed in this blogger (Microsoft Advertising 2011, p. 54).
Although nowadays a wider range of environments and activities on the Internet exists, consumers expect their online spending time with a better structure and effectiveness: 79% of all Internet activity is planned for today, compared with 61% in 2007 (Constantinides et al. 2010, p. 191).
尽管互联网已经从地球村的庞大的大都市，欧洲的用户希望他们的数字媒体消费尽可能的简单结构（范，李和公园2009年，第89页）。使用在线使用模式的变化和尝试的用户来说，他们尽可能有效地在互联网上的时间，迫使广告商发掘背后的动机，他们的网络受众的常规。
“生活与互联网使用的互联网使用动机”是一个全球性的研究最近的一项研究中，传立媒体和MEC和微软广告联合进行的。这项研究的目的在研究在线用户行为的变化，显示的数字媒体消费（微软广告2011年，第52页）。在这项研究中使用互联网的记录进行了分析，在10个国家，包括法国，西班牙，俄罗斯，英国7000用户。 400至500人的另一项调查显示，在线广告的效果进行了研究。为了获得更深刻的见解，进行了采访，在该博主（微软广告2011年，第54页）。
虽然如今更广泛的环境和活动在互联网上的存在，消费者希望他们的网上消费时有更好的结构和效益：所有的互联网活动的79％，较2007年的61％（计划于今天康斯坦丁尼等2010 ，第191页）。
