Will the rise of the mobile web increase mobile marketing campaigns?
Wednesday, 03, Mar 2010 11:02
Usage of the mobile web is on the increase in Europe, according to a new report.
Research carried out by the European Interactive Advertising Association (EIAA) shows that 48 per cent of web users in the region now access the mobile web, with consumers spending almost one hour a day on the medium.
Younger Europeans were found to be the main driver of mobile web usage, with 24 per cent of those aged between 16 and 24 and over one-fifth of 25 to 34-year-olds making regular use of the channel.
The findings could have implications for companies' mobile marketing strategies, particularly in light of the statistics that nearly 30 per cent of European web users say they follow brands more thanks to the internet.
"Technological innovation coupled with consumers' continued desire to merge their media presents a huge opportunity for advertisers as we move into 2010," commented Michael Kleindl, chairman of the EIAA.
Recent statistics from the GSM Association and comScore suggested that Britons spent 4.8 billion minutes on the mobile web in December 2009, with the most popular mobile websites including Facebook and Google.
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