Study Highlights Growth in Mobile Internet Usage

The European Interactive Advertising Association (EIAA) has revealed the findings of new research that shows digital mobility making its way into the mainstream. Technological innovation, coupled with a diverse range of access points for consumers, is driving deeper online usage, presenting marketers with a vastly mobile pan-European audience to target and engage with in 2010 and beyond.
The EIAAs 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. With a majority of people now aware they can use the Internet via their mobile phone (48% vs. 47% last year), and a growth in wireless broadband and laptop use, the findings demonstrate how the increased diversity of Internet-enabled devices is allowing consumers to go online at any time of day and in more locations than ever before.
Overall, 71 million Europeans browse the mobile Internet in a typical week and, with almost an hour a day actively spent going online via their mobile (6.4 hours per week), Internet-on-the-move is proving a more frequent pastime than reading newspapers (4.8 hours) or magazines (4.1 hours).
Its the younger generation of early adopters that is largely driving this increase, 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. This trend of increased consumer reach and time spent online looks set to continue with improving Internet coverage, speeds and services, the EIAA says, adding that marketers would therefore be well advised to recognise how consumers are increasingly engaging with the Internet, at more times throughout their day and across a myriad of interactive touch points, and ultimately use this insight to develop effective multimedia marketing strategies.
The Internet continues to prove a popular source of entertainment with 25% of Europeans gaming or listening to the radio online, and 32% watching films, TV or video clips online at least once a month. Among those with an Internet-enabled phone, 49% claim to receive video clips, websites or images on their mobile and 80% say that they pass on the content they receive. This suggests that those online via their mobile are both technologically sophisticated and deeply engaged – highlighting a prime opportunity for marketers to build brand awareness and peer recommendations.
Additionally, Word of Web (which the EIAA defines as: the developing trend of word of mouth to word of web or communicating online), continues to play a central role in communications, with almost 71% of European Internet users admitting that they stay in touch with friends and relatives more as a result of the Internet. Again, mobile seems to be a big driver, with 48% of Europeans using their Internet-enabled phones for more than verbal conversation. 16% say they communicate using social media via their mobile, with 16% also using mobile Instant Messenger.
This year, the Mediascope Europe study was extended to incorporate a further five European markets in addition to the original 10. The research now includes Poland, Portugal, Russia, Switzerland and Turkey. While these markets all display very different characteristics and are at varying stages of Internet development, one trend that stands out is the speed of mobile Internet growth. This is particularly apparent amongst the larger Eastern European countries, all of which show no signs of the time-lag observed in larger Western countries when dial-up Internet and broadband connections were first adopted.
Poland tops the chart of markets that spend the most time on mobile Internet (10.3 hours per week), with Russia also appearing in the top five on 7.1 hours per week. Second and joint third places go to Italy (7.9 hours), and Belgium and Portugal (7.7 hours).  Interestingly, there are more mobile Internet users in Turkey compared to those that access Internet via their PC (21% vs. 20%) demonstrating that consumers will engage with new platforms if it makes the Internet more accessible for their everyday lives. These newer markets such as Russia, Turkey, Poland and Portugal are regarded as rising stars, with a rapid increase in weekly Internet use expected in coming years. 
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, says EIAA Executive Director, Alison Fennah. This presents a compelling case for brands to explore and incorporate a growing number of complementary interactive platforms into the marketing mix.
Xen Mendelsohn, Product Marketing Manager at Comverse Mobile Advertising, believes one of the most interesting findings from the research is the way in which print media is being overtaken by mobile Internet consumption.
It seems Smartphones and mobile Internet are contributing to the decline in print media, encouraging users to catch up on news via their mobile devices on the go, she says. She adds that all is not lost for traditional print publishers, however. 
Theres still a huge opportunity for the publishing industry here. Look at the Guardian and Sky News iPhone apps which are incredibly popular for Smartphone users and give up-to-the-minute information no matter where the consumer is. What the publishing industry should do is see this as an opportunity to delve into mobile, while boosting their revenues.
Mendelsohn believes that as long as mobile Internet users have a good quality service and decent display, mobile advertising could easily be tied into news information dissemination. People can opt in or out of this, depending on whether they want a free or subsidised service, she says. The mobile operator is key to this taking off, as they own all the relevant information about the consumer. This will ensure all information is tailored accordingly, to reduce the risk of spam and irrelevant ads. It also allows them to offer incentives such as free or reduced-price mobile services, in return for receiving ads on your phone.
Its a matter of working together, publishing houses in conjunction with brands who want to advertise in a more modern and personalised way but also getting the operators involved from the word go. The options are almost limitless, it just requires cooperation.