Digital mobility opportunity for marketers – EIAA

3 Mar 2010

New research from the European Interactive Advertising Association (EIAA) indicates that digital mobility is making its way into the mainstream.

The EIAA’s Mediascope Europe study across 15 European markets reveals that 71 million Europeans browse the mobile internet in a typical week and, with almost an hour a day actively spent going online via their mobile (6.4 hours per week), suggests that “internet-on-the-move” is proving a more frequent pastime than reading newspapers (4.8 hours) or magazines (4.1 hours).

Younger mobile internet users

The younger generation of early adopters is largely driving the trend, with almost a quarter (24pc) of 16-24-year-olds and 21pc of 25-34-year-olds already using the mobile internet, spending 7.2 and 6.6 hours respectively on it each week.

The research found that a quarter of Europeans (25pc) are gaming or listening to the radio online (25pc), and a third are watching films, TV or video clips online (32pc) at least once a month. More than a quarter (29pc), meanwhile, are following brands more as a result of the internet.

Of those with an internet-enabled phone, just about half (49pc) claim to receive video clips, websites or images on their mobile and four in five (80pc) say they pass on the content they receive. The EIAA said this suggests that “those online via their mobile are both technologically sophisticated and deeply engaged – highlighting a prime opportunity for marketers to build brand awareness and peer recommendations”. 

Web surfing while watching TV

The research also revealed that one-third (36pc) of Europeans use the internet while watching TV. With recent technological advancements such as the iPad, and given almost half (46pc) of European households already own at least one laptop and 121 million Europeans (52pc) now use wireless broadband, increased mobility and convergence seems inevitable.

“Better devices and connectivity as well as enhanced consumer motivation all started coming together in 2009 to improve and extend the overall online experience,” said Alison Fennah, executive director of the EIAA. “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.

“Indeed, new age patterns of media consumption indicate that marketers should be looking to develop multi-platform strategies that reach and connect with consumers more effectively and increase ROI. This is opposed to making media decisions based on an ‘either or’ basis if they want to reach all demographics.”  

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

Article courtesy of

Photo: Some 71 million Europeans browse the mobile internet in a typical week, the EIAA’s Mediascope Europe study results suggest