LONDON: An increasing number of Europeans are accessing online services via their mobile phone, a study from the European Interactive Advertising Association has revealed.

Some 48% of respondents to the EIAA's Mediascope Europe study, which covered 15 markets, knew it was possible to surf the internet using their mobile, while 47% did not realise this was the case.

Overall, 71 million Europeans log on to the web in this way each week, spending an average of 6.4 hours viewing content, compared with the totals of 4.8 hours and 4.1 hours set aside for reading newspapers and magazines respectively.

The typical mobile internet user tends to be young, with around one in four of 16–24-year-olds regularly participating in this activity, along with 21% of 25–34-year-olds.

Alison Fennah, executive director of the EIAA, said "these figures ... indicate that advertisers should seek to develop strategies to address various platforms, to reach and connect with consumers more effectively."

More broadly, the organisation's report indicated that 52% of Europeans, or 121 million people, currently subscribe to wireless broadband, while 46% own at least one laptop.

It also noted a trend towards media convergence, with 36% of contributors using the web and watching television simultaneously.

A further 32% regularly viewed video clips, films or TV show episodes on the net, and 25% utilised this medium for gaming or listening to the radio.

With regard to brand perception, 29% of people taking part in the poll agreed they take a closer interest in certain products and services as a direct result of their internet use.

Michael Kleindl, chairman of the EIAA, said "technological innovation, coupled with consumers' continued desire to merge their media, presents a huge opportunity for advertisers as we move into 2010."

"It is important for brands to adapt to this shift in internet mobility and use this insight to shape their marketing strategies."

Data sourced from IALS; additional content by Warc staff