Europeans spending more time on mobile internet
Europeans are spending more time on the mobile internet than reading newspapers or magazines, according to new research from the European Interactive Advertising Association.
The 15 country study revealed that 71 million Europeans browse the mobile internet in a typical week, with an average 6.4 hours a week spent on the mobile internet compared with 4.8 hours reading newspapers and 4.1 hours reading magazines.
The younger generation of early adopters is largely driving the increase in mobile internet use, said the EIAA, with almost a quarter (24%) of 16-24 year olds and 21% of 25-34 year olds already using the mobile internet, spending 7.2 and 6.6 hours on it respectively each week.
The internet continues to be a popular source of entertainment, it added, with one quarter of Europeans (25%) gaming or listening to the radio online (25%), and one third watching films, TV or video clips online (32%) at least once a month.
Over one quarter (29%) of Europeans follow brands more as a result of the internet, signifying that users have high levels of both emotional and rational connection with the medium. Among those with an internet enabled phone, half (49%) claim to receive video clips, websites or images on their mobile and four in five (80%) say that they pass on the content they receive.
Media convergence is also on the rise, with the research revealing that one third (36%) of European use the internet whilst watching TV.
Alison Fennah, EIAA executive director, 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."
A recent report from Deloitte found that around one in five UK consumers now owns a smartphone, which rank fourth among owners in terms of the product they value most.
