MADRID: An increasing number of advertisers and consumers are making use of the mobile internet in Spain, a report has revealed.

According to Nielsen, the research firm, and Taptap, the specialist network, 6.3 million people in the country had accessed the mobile web by the end of last year, an uptick of 47% compared with 2008.

However, the overall total equated to just 16.4% of the potential audience for this channel, and thus fell below the average of 26.7% posted across the European Union as a whole.

A 61% majority of mobile internet users were men, and uptake was most widespread among 35–49 year olds, 29.7% of which had gone online in this way.

Elsewhere, members of the 25–34 year old demographic were found to be the most likely to search for information and read email via their wireless handsets.

Social networks, entertainment sites and news portals were some of the most popular services, while 700,000 people had downloaded applications by the close of 2009.

Owners of smartphones tended to display greater enthusiasm for all of these activities, with 27% accessing the mobile web, 18% utilising geolocation tools and 14% streaming content and music.

More specifically, the 500,000 members of the population with an iPhone accounted for 65.5% of all page views on the mobile internet, ahead of the iPod Touch on 13.9% and the Nokia 5800 on 3.6%.

The profile of subscribers to Apple's pioneering touchphone was also somewhat different from the norm, with this group typically in the 45–55 years old age range and on higher incomes.

Three-quarters of this cohort used the device to consume material online, making them a primary target for brand owners utilising this medium for marketing purposes.

With regard to advertising formats, 88.9% of mobile campaigns were centred around banners in 2009, with interstitials on 9% and pop-ups on 2.1%.

Cost-per-thousand payment models were the basis of 72.6% of campaigns, falling to 22.1% for sponsorship and 5.3% for cost-per-click.

Mobile advertising can currently be four times more expensive than a conventional internet campaign, according to the Nielsen/Taptap report.

The two companies also predicted that "click to call" features and applications would gain ground over the next 12 months.

Data sourced from Nielsen/PC Actual; additional content by Warc staff