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BizReport : Mobile Marketing : March 09, 2010

Mobile Internet awareness lacking in Europe

The mobile Internet is playing an increasingly important role in the day to day life of Europeans, presenting huge opportunities for marketers. Yet, despite this increased usage, many consumers are unaware they can access the Internet from their handsets, according to new research from the European Interactive Advertising Agency (EIAA).

by Helen Leggatt

eiaa logo.gifThe EIAA's "Mediascope Europe" study of 15,000 people across 15 European markets revealed that 71 million Europeans browse the mobile Internet each week. Around 6.4 hours per week are spent browsing the mobile Internet, more time than is spent reading magazines (4.1 hours) and newspapers (4.8 hours).

Entertainment is also a big driver of mobile Internet use with many watching videos and playing games.

But, before mobile can become an effective marketing tool it seems marketers have a lot of work to do educating consumers of the capabilities of their mobile devices. The EIAA's study found that nearly half (47%) of respondents were oblivious to the fact their device could be used to surf the Internet. So, while mobile Internet usage is on the rise, many more are yet to be introduced to the activity.

With this in mind, marketers planning mobile marketing campaigns might want to consider an exercise in educating their consumers about how mobile Internet communication works. Additionally, marketers can expound the benefits of on-the-go messaging such as location-based offers and mobile coupons.

"Technological innovation coupled with consumers' continued desire to merge their media presents a huge opportunity for advertisers as we move into 2010," said Michael Kleindl, Chairman of the EIAA and Managing Partner of Valkiria Network. "It is important for brands to adapt to this shift in Internet mobility and use this insight to shape their marketing strategies."

Tags: Europe, mobile Internet, mobile marketing, mobile phone, study

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