Over 71 million Europeans use their mobile phones to access the internet in a typical week. Europeans spend almost an hour a day and 6.4 hours per week going online via their mobile, according to a study by the European Interactive Advertising Association (EIAA). Almost a quarter (24%) of 16-24 year olds and 21 percent of 25-34 year olds access mobile internet services, spending 7.2 and 6.6 hours on it respectively each week. The internet continues to prove a popular source of entertainment with one quarter of Europeans (25%) gaming or listening to the radio online (25%), and one third watching films, TV or video clips online (32%) at least once a month. Of the overall users of internet-enabled handsets, nearly 49 percent claim to receive video clips, websites or images on their mobile and 80 percent say that they pass on the content they receive. Additionally, over 71 percent of European internet users admit that they stay in touch with friends and relatives more as a result of the internet. Around 16 percent of them communicate using social media via their mobile, while 16 percent also use mobile IM services. The study also found that 36 percent of European use the internet while watching TV. Some 46 percent of European households own at least one laptop and 121 million or 52 percent of Europeans use wireless broadband connections.
According to the Mediascope Europe study from the EIAA, Poland tops the chart of markets that spend the most time on mobile internet with 10.3 hours spent online each week, followed by Italy (7.9 hours), Belgium and Portugal (7.7 hours), and Russia (7.1 hours). There are more mobile internet users in Turkey compared to those that access internet via their PC (21% versus 20%), which indicates that consumers will engage with new platforms if it makes the internet more accessible for their everyday lives.