Online use constitutes 20% of total media consumption in the UK, according to European Interactive Advertising Association. 7% of time is spent on reading magazines and 10% on reading newspapers, with users spending 27% of their time listening to the radio. TV still represents the largest share of media time at 36%, but nearly a third of those online claimed to watch less TV as result of using the Internet. 40% of internet users in the UK are online seven days a week, with 10% claiming to spend at least 25 hours surfing the web. 33% stated that online advertising was relevant to them. 70% said there is too much advertising on TV. 50% believed that Internet advertising was from forward-thinking brands.