Europe’s Young Flock to Mobiles for Web


Not only do 93 percent of European 16-to-24-year olds own mobile phones (and PDAs, & Blackberries), but more than 46 percent use them to surf the Internet, according to a study just released by the European Interactive Advertising Association (EIAA).

“Already, twice as many 16-to-24-year olds are accessing the Internet from their mobile phones compared to the average European user. Television will soon be on all our mobiles, digital radio is already on our television and magazines are increasingly read from our computers. This convergence will only grow, and advertisers need to consider how they adapt their media strategies accordingly,” said EIAA chairman Michael Kleindl in a statement.

The study also found that European 16-to-24-year olds are online more often than average, and spend more than 13 hours a week online. Nearly 48 percent use the Internet every day. The study was conducted via telephone survey in several countries across Europe. Kleindl calls the 16-to-24 audience the “Holy Grail” for advertisers. According to the numbers, the EIAA expects the Nordic countries (Denmark, Finland, Iceland, Norway, and Sweden) to eventually take the lead in mobile Internet use.


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