Latest statistics from the European Interactive Advertising Association (EIAA) indicate that Europeans now spend more time using mobile internet while out and about than reading newspapers or magazines. The average European apparently spends 4.1 hours reading magazines, 4.8 hours reading newspapers and 6.4 hours a week browsing the web from a mobile device.
The study was conducted within Europe with 15,000 participants, analysing consumer behaviour and how mobile internet is penetrating daily life throughout 15 European countries. The report revealed that one third of those taking part in the survey used their mobile phone to receive video, images or other multimedia and interestingly 61% share content they receive.
Last month at the Mobile World Conference in Barcelona a number of high profile announcements were made, generating excitement and a promising future for the streaming of multimedia through mobile devices, particularly via HTTP. The behaviour of end users are driving force for Flumotion too, that is why we are always developing the Flumotion Streaming Platform to be able to reach as many mobile devices as possible.
Thanks to advances in mobile technology during the past decade, mobile internet and video have been edging further into mainstream culture, thus becoming more accessible and convenient for the everyday person. As a result over 71 million Europeans now have internet access through a mobile device and almost half (47%) of those questioned admitted they were unaware that mobile devices could be used online.
Alison Fennah, executive director of the EIAA, said mobile internet use had now matured to the point that marketers should be looking to develop strategies that reach and connect with consumers more effective regardless of platform.
“Better devices and connectivity, as well as enhanced consumer motivation, all started coming together in 2009 to improve and extend the overall online experience,” Fennah said.
“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.”