Study: Mobile Web More Popular Than Reading

Study Mobile Web More Popular Than ReadingThough it may come as no surprise, a new study out of Europe proves the mobile Web is indeed more popular than reading newspapers, magazines and just about anything else.

The study, sponsored by the European Interactive Advertising Association (EIAA), studied mobile Web usage across 15 European markets to see how consumers are “extending the ways in which they enjoy and engage with the internet and its growing influence on everyday lives.”

The study found that on average, 71 million Europeans use the internet on their mobile each week – for an average time of almost one hour every day – averaging 6.4 hours per week of total browsing.  This compares with an average of just 4.8 hours reading a newspaper or 4.1 hours reading magazines.  This increase is largely being driven by the younger generations with 24% of 16-24 year olds and 21% of 25-34 year olds already using the mobile Web and spending on average 7.2 and 6.6 hours respectively each week.

Though the study focused on Europe, it no doubt mirrors a worldwide appetite for mobile Web usage, acting as a key driver in the decline of printed publications, for good reason.

“Better devices and connectivity as well as enhanced consumer motivation all started coming together in 2009 to improve and extend the overall  Online experience, explained Alison Fennah, Executive Director of the EIAA.  “As a result, the internet is now being consumed across PC, laptop, mobile and gaming devices, providing 24-7 access to digital information and entertainment.  This presents a compelling case for brands to explore and incorporate a growing number of complementary interactive platforms into the marketing mix.”