On Monday, comScore Networks released its findings from the comScore Mobile Tracking Study. The results indicated that 29% of European Internet users access the Web through mobile devices on a regular basis, while only 19% of Americans do the same.
The study took into account five European countries (France, Germany, Italy, Spain, and the U.K.) and surveyed online users who were at least 15 years of age.
Germans and Italians have the highest level of mobile Web access adoption, with 34% of the online population accessing the Internet from their mobile phones for each country. Meanwhile, 26% of Spain’s online population accessed the Internet through their mobile phones, compared to 24% of the U.K. online population.
The study also revealed that men are a bit more likely to access the Internet with their mobile phones. Of all those surveyed in the five European nations and the U.S., 55% of online users who accessed the Web with their phones were men.
In terms of phone brands used by those who access the Web, Nokia was the overall leader, grabbing the top spot in all five European markets and placing second in the U.S. Its strongest market was Italy, where 50% of users who access the Internet with a mobile device used a Nokia phone.
Motorola was the brand leader in the U.S., taking a 26% share of the market.
Online portals such as Google, Yahoo!, and MSN were the most popular sites accessed by mobile Web users, particularly in the U.S. where these sites took in 74% of all mobile Internet visits.
However, the picture is different in Europe, where phone operator portals are just as popular as online portal sites.
A recent study by M:Metrics concerning mobile advertising revealed similar trends. European mobile device users, particularly in Spain, responded to advertisements and contests containing SMS codes at a much higher rate than U.S. mobile device users.
On the other hand, SMS ads were received much more frequently in Europe than they were in the U.S.
Sources:
http://www.comscore.com/press/release.asp?press=1041
http://www.emarketer.com/Article.aspx?1004200
Network
