LONDON: Consumers in Europe are participating in an increasingly diverse range of mobile web activities, a survey has revealed.

The European Interactive Advertising Association polled adults from 15 regional markets - including France, Germany, Russia, Spain Turkey and the UK - to gauge current habits, finding that 48% now own a web-enabled mobile.

But just 14%, or 71m people, regularly surf the net using these appliances each week.

Totals reached 21% among Turkish respondents, 20% regarding Sweden and the UK, 18% for Switzerland, 16% in Belgium and 15% covering the Russian and Polish samples.

Less positively, German and Spanish contributors registered an uptake of 7%, and Portugal recorded 5% on this metric.

Members of the mobile media audience dedicated an average 6.4 hours a week to this pastime, beating 4.6 hours reading newspaper and 4.2 hours for perusing magazines.

Mobile web usage peaked at 7.2 hours when participants fell in the 16-24 year old age group, and 21% for their 25-34 year old counterparts.

Polish interviewees posted 10.3 hours per week, surpassing Italy's 7.9 hours, Belgium and Portugal's 7.7 hours, and Russia's 7.1 hours.

"Consumer reach and time spent online via mobile look set to continue with improving internet coverage, speeds and services," the study argued.

"Marketers would therefore be well advised to recognise how consumers are increasingly engaging with the internet, at more times throughout their day and across a myriad of touchpoints."

In all, 24% of 16-24 year olds frequently interacted with this media channel, as did 21% of 25-34 year olds, 16% of 35-44 year olds, 10% of 45-54 year olds and 5% of over-55 year olds.

Penetration also varied by gender, as men delivered an 18% adoption rate, while women scored 12%, the EIAA found.

In Turkey, 21% of people went online from a wireless gadget and 20% utilised a personal computer, the only country where this balance favoured portable devices.

Some 78% of mobile web users communicated in ways beyond talking through this route, featuring 69% sending and receiving emails, 33% logging on to social networks and 26% leveraging instant messaging platforms.

Another 63% visited websites, 60% used Bluetooth, 39% used search engines and accessed apps and 28% streamed video, films and TV shows.

Elsewhere, 26% of the panel reported having seen advertising on mobile internet sites.

More broadly, 70% of the mobile web population engaged in simultaneous media use, including 48% browsing such content while watching TV.

Additionally, 34% did so when listening to the radio, measured against 13% for reading newspapers and 11% concerning magazines.

A 51% majority spread content on their phone, incorporating 46% sharing images like photos, 32% for distributing links and 26% for video clips.

"New age patterns of media consumption indicate that marketers should be looking to develop multi-platform strategies that reach and connect with consumers more effectively and increase ROI," said Alison Fennah, the EIAA's executive director.

"This is opposed to making media decisions based on an 'either or' basis if they want to reach all demographics."

Data sourced from EIAA; additional content by Warc staff