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Europeans spend an average of four hours a day online, amassing an accumulated figure of over three billion hours spent surfing the web, according to the new G2 eCulturesEUROPE Report. The study, produced by G2  a top-five global marketing services agency, analyzes consumer habits and perceptions of the digital world across Europe.

Time spent online is dominated by various life management activities rather than entertainment. Email is the most common practice, with 92 per cent using it as a daily tool. This is followed by sourcing information (68 per cent) and news (64 per cent). Nine in ten of those surveyed use social networks and have an average of 138 Facebook friends. Despite online shopping being cited as one of the most practical uses of the internet, findings suggest it is one of the least popular ways to pass time online, with only 5 per cent of EMEA respondents shopping daily.