UK mobile use higher than that of Europe

Published on 27 October 2011 by in Latest News

mobile use in europe1 UK mobile use higher than that of Europe

UK consumers use their mobile for internet access more often than their European counterparts, according to a new survey from Forrester research.

The Global Mobile Behaviours 2011 report found that 31 per cent of UK adults use mobile internet at least once a month. This is compared to just 19 per cent from those living on the continent. Meanwhile, 22 per cent of UK adults use social networking platforms like Twitter and Facebook on their mobile versus only 11 per cent of Europeans.

The data comes from the survey which investigated mobile consumer behaviour in North America, Europe and Asia. It used information gathered from over 333,000 respondents and was designed to compare the growing use of mobile in various regions across the globe.

Indeed, the report discovered that 50 per cent of the Japanese and Chinese population used mobile internet at least monthly, while in the in the United States, Australia, Sweden and the Netherlands, monthly mobile internet usage originated from 28-36 per cent of handset owners.

Elsewhere, 90 per cent of US mobile internet users had downloaded an app in the past three months. This was compared to 61 per cent of Europeans.

The report from Gartner highlights the growing popularity of mobile, both in the UK and abroad. The increased take up of smartphones like the iPhone has allowed more consumers to access their favourite websites and social media platforms on the go. And, if trends are to be believed, this behaviour shows little sign of slowing down.

As more and more customers use their mobile to interact with companies – websites and customer service channels – brands need to be aware that consumers are evolving with technology. Surely, it’s time all businesses started paying attention to these new channels?

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