European customers with mobile phones such as the Apple iPhone and Nokia X6 are spending more time using their handsets to browse the Internet. A new study released by the European Interactive Advertising Association (EIAA) has claimed that 71 million Europeans use mobile phones to browse Internet.
On average, EU consumers who use the Internet on their mobile phones are doing so for almost an hour every day. This growth in Internet usage seems to be driven by the increasing popularity of smartphones like the Nokia X6, which was recently released on 3 Mobile. According to Gartner, 172.4 million smartphones were sold worldwide in 2009, up by almost a quarter on the previous year's total. Executive Director of the EIAA Alison Fennah said, "This growth in Internet usage on mobile phones has come about as a result of better devices and connectivity as well as enhanced consumer motivation."
She further 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."
However, consumers still expect excellent mobile devices with better functionalities at minimum cost.
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