Mobile media

Over recent months the increased affordability of Smartphones has driven the growth of mobile media across Europe.  The latest data from TGI Net Europa show that 23% of British adults have visited websites using a mobile device in the past 6 months, compared to 19% in Spain, 15% in France and 14% in Germany.

Apart from search, the most popular sites visited on mobile devices in Britain are email, news and social networking – the latter attracting more than 5 million visitors in the past 6 months.  In France and Germany weather sites break into the top three, each attracting more than 3 million visitors.  Weather sites are also popular in Spain, as are sites specializing in mapping / location-based information.

Mobile downloads are most popular in Britain, where 9% of adults have downloaded items to their phone, followed by Germany and Spain (7% each), and France (2%).  British people are also more likely to have clicked an advertisement while using mobile internet – 4% have done so – followed by those in Spain and Germany (3% each). In France only 2% of adults have used a mobile device to click on an advertisement.

However, France is currently ahead when it comes to mobile consumption of online TV.  Penetration here stands at 4% of adults, compared to 3% in Britain, Germany and Spain – figures that look set to rise.

Source: TGI Net Europa 2010 R1