Kinetic launches Moving World Research

Kinetic's new research, Moving World Europe, aims to provide up-to-date information on the movement and pastimes of city dwellers across Europe highlighting both similarities and differences between countries.

Mobile subscriptions now outnumber people by 11% in Europe. The amount of time people spend out of home also continues to rise and 75% of Europeans claim to be attentive to their surroundings when out and about. Governments all over Europe have recognised this shift and are investing heavily in urban regeneration and public transport projects.

Brits on the road the longest, love fast food, shopping

The report reveals that Britons have the longest commuting time at 1 hour and 5 minutes, the highest consumption of fast food per capita 1054.5 million transactions (2008) and are the most addicted to shopping. Irish people are the most "mob-sessed" (obsessed with mobile phones) and Spanish people particularly value going out.

The research also explored the impact of the recession on people's behaviour across Europe. People in Turkey, Ireland and Italy have felt the effects of the recession more than those in Sweden, Holland and Germany where only a third of people's spending has been influenced by the downturn.

"Europe is on the move and despite the recession people still love going out but are seeking slightly different experiences," said Nick Mawditt, global director of marketing & insight at Kinetic. "Cities are being transformed and are becoming more popular places to live, work and go out in. This report is intended to offer insight and inspiration to those interested in engaging with the moving world."