Living with the internet: A Global Study of What’s Driving Web Behaviour’ is a major piece of research conducted by Microsoft Advertising, Mindshare and MEC. It revisits a 2007 study, Context Matters, and explores changing online behaviour to show how digital media consumption has developed. The study analysed web use diaries from 7,000 users in 10 territories including the UK, France, Spain and Russia, with an additional survery of 400-500 people exploring the effectiveness of online ads. The report reveals that changing online behaviour and an appetite for making time online as efficient as possible means that it is now more essential than ever for advertisers to understand the motives behind audiences’ web routines.