The latest figures from M:Metrics for February also show that nine per cent of the same demographic respond to SMS advertising compared to a four per cent market average.

In general general terms Wester Europe's male population is more inclined to browse and download content from the mobile web.

A quarter of all male mobile users accessed mobile content during the month, compared to just under 19 per cent of women. This audience is also quite young - 28 per cent of 13- 17 year-olds consume mobile content, compared to only 12 per cent of those aged 55 and older.

M:Metrics says US mobile users are more active consumers of content, as unlike Europeans they use SMS less frequently for news and information retrieval and are more likely to have data plans.

Among Europeans, the UK has the highest percentage of mobile content users at 26.8 per cent, while Germany and France la, at 18.4 per cent and 18.5 per cent, respectively.

Paul Goode, senior analyst at M:Metrics, said: "Reaching the 18- 34 year-old demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media. According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 per cent of mobile media users, compared to only 29 per cent of TV viewers."