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The findings are from research conducted by Synovate for its inaugural digital consumption survey, Digital Life, to which CNN became the first subscriber. The survey’s aim was to examine media consumption habits of the main income earners in European households, with a focus on the increasing role of digital.

The report found that CNN’s audience consists of early adopters and frequent users of mobile devices, who show a higher tendency than most to own digital cameras (87%); iPod or other MP3 players (35%); PDAs or palm-top computers (17%); Smartphone, BlackBerrys or iPhones (16%); portable media video players (12%), and hand-held games consoles (9%).

In terms of social networking, CNN audiences were found to be 13% more likely to be members of social networks, with 38.4% of respondents being members of sites such as MySpace and Facebook. This compared with 34.1% of overall EMS Digital Life respondents.

The report also found that 43.8% of CNN’s audience uploaded content online, such as through blogging – making them 4% more active in uploading content than the overall respondents.

CNN is investing in digital expansion. Last year it opened a London-based digital production unit and expanded onto platforms including YouTube and Daily Motion.

Despite the growth of digital consumption, the Synovate report indicated that TV viewing remains highly popular among CNN audiences, who watch an average of 11.4 hours of TV per week, compared with other media consumption such as radio listening (7.8 hours). The survey also found that 41.3% of CNN viewers watch 10 or more hours of TV every week.

Unsurprisingly, CNN viewers were found to be more inclined than average to watch news and business programmes (84.5%), over genres such as movies, soaps and sport. News websites were also the most popular online genre, with 63.7% of CNN viewers claiming they visited news sites regularly.