Surfing on the move gone utterly mainstream, says the EIAA.
A survey by the European Interactive Advertising Association across 15 European markets concludes that consumers have fully embraced the mobile internet.
It says 51 per cent of UK consumers are now aware they can use the internet via their mobile phone, and that 10m do so every week. They spend an average 6.3 hours per week doing so – against 5.3 hours reading newspapers.
The proportion of 16 to 24 year olds browsing weekly is 43 per cent, and among 16-24 year olds it's 26 per cent.
In general, consumers are moving towards the internet as a popular source of entertainment with one in five of UK consumers gaming, one third listening to the radio online. and 39 per cent watching films, TV or video clips online at least once a month.
80 per cent of UK internet users admit they stay in touch with friends and relatives more as a result of the internet. And mobile is a big driver with 29 per cent of consumers using social media via their mobile, with 23 per cent using mobile IM.
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