A recent study by the European Interactive Advertising Association (EIAA) has found that browsing the mobile web is more popular than reading newspapers or magazines.
The study found that on average 71 million Europeans use the internet on their mobile each week – for an average time of almost one hour every day.
EIAA's Mediascope Europe study across 15 European markets highlights how consumers are extending the ways in which they enjoy and engage with the internet and its growing influence on everyday lives.
The findings indicate a growing public awareness of the mobile internet - there are now more people who are aware that they can use the Internet on their mobile device than not (48% vs 47%).
71 million Europeans browse the mobile Internet in a typical week, and the time spent browsing is almost an hour per day - an average of 6.4 hours per week browsing. This compares with an average of just 4.8 hours reading a newspaper or 4.1 hours reading magazines.
This increase is largely being driven by the younger generations with 24% of 16-24 year olds and 21% of 25-34 year olds already using the mobile Internet and spending on average 7.2 and 6.6 hours respectively each week.
And the time spent is not the same across all countries, with Poland leading the way with an average of over 10 hours spent on mobile internet per week.
The EIAA study also included some interesting information about what activities are popular on mobile phones:
* almost half (48%) of Europeans use their internet enabled phones for more than voice conversation
* 16% state they communicate using social media via their mobile
* 16% also using mobile instant messenger
Alison Fennah, Executive Director of the EIAA said: "Better devices and connectivity as well as enhanced consumer motivation all started coming together in 2009 to improve and extend the overall online experience. As a result, the internet is now being consumed across PC, laptop, mobile and gaming devices, providing 24-7 access to digital information and entertainment. This presents a compelling case for brands to explore and incorporate a growing number of complementary interactive platforms into the marketing mix.
"Indeed, new age patterns of media consumption indicate that marketers should be looking to develop multi-platform strategies that reach and connect with consumers more effectively and increase ROI. This is opposed to making media decisions based on an 'either or' basis if they want to reach all demographics."
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