One quarter of 15-24 year olds in Europe can be defined as mobile entertainment 'aficionados'.
So says a new report from Jupiter Research, which shows 47 per cent of 15-18 year olds adopting mobile entertainment services compared with only 17 per cent of 35-44 year olds.The quarter of 15-24 year old Europeans Jupiter defines as mobile entertainment aficionados use more than two new multimedia services such as live TV, music or games on their phones.
They also tend to be heavy communicators, with 40 per cent of them sending more than 10 SMS per day.
However, while mobile youth tend to be more likely to use and to pay for mobile services, 37 per cent are not willing to pay for any services other than voice and SMS.
Thomas Husson, senior analyst at Jupiter Research, said: "The growing importance of user-generated content, social networking, mobile music and free Internet content highlights the need to convince the younger generation to pay for services and to maintain their usage patterns on other services once they grow older."
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