According to a recently released Comscore study on Mobile Internet Usage in Europe - Mobile Internet usage is higher in Europe than The United States.
……reveals significant differences in
the way that Europeans and Americans use the Web on their mobile phones.
This innovative ongoing tracking study is designed to analyze and
understand how consumers across six countries in Europe and America (U.S.,
France, Germany, Italy, Spain and the UK) access Internet content from
their mobile phones. It shows that 29 percent of European Internet users
within the aforementioned countries regularly access the Web from their
mobile phones compared to only 19 percent in the U.S.
Of the countries examined, the highest mobile Web penetration is seen
in both Germany and Italy (34 percent for each), followed by France with 28
percent, Spain with 26 percent and the UK with 24 percent. The U.S. figure
of 19 percent is the lowest of the set.
Also …. Men are more likely to use their mobile phones to access the internet than Woman.
The comScore Mobile Tracking Study also shows than men are somewhat
more likely to access the Web from their mobile phones than women. Across
all six countries, although the Internet penetration is split evenly
between men and women, 55 percent of those who access the Web from their
mobile phones are men.
And Brands make a difference too!
Source: comScore Networks - Mobile Tracking Study
Phone Brand U.S. France Germany Italy Spain UK
Nokia 17% 22% 32% 50% 39% 39%
Motorola 26% 13% 22% 18% 14% 14%
Samsung 10% 21% 8% 8% 17% 17%
Sony Ericsson 6% 14% 12% 5% 11% 13%
Other 41% 30% 27% 19% 20% 17%
But where do people go when the access the internet on their mobile phones? In the US, 3/4 of the people who use a mobile phone for internet access end up at a portal but in Europe, it’s much more spread out.
Site Category U.S. France Germany Italy Spain UK
Online Portal 74% 24% 29% 34% 28% 31%
Operator Portal 5% 26% 25% 18% 25% 31%
Specific Mobile Site 0% 17% 17% 23% 4% 0%
Commerce Site 4% 2% 8% 7% 6% 8%
News Site 2% 10% 0% 11% 2% 9%
Other 15% 22% 21% 8% 35% 21%
SmartMobs will form around the way people use mobile technology in the country they live in - that’s where I think this is going.
Link: ComScore
