Differences in mobile use to access the web between Europe and America are revealed in comScore Networks’ tracking study.
“In Europe,
the mobile Internet
appears to mirror
the dynamics of
the fixed Internet”
Their report shows 29 percent of Europeans regularly accessing the Web from their mobile phones compared to only 19 percent in the US.
Of the countries examined, the highest mobile web penetration was in Germany and Italy (34 percent for each), followed by France with 28 percent, Spain with 26 percent and the UK with 24 percent. The US figure of 19 percent is the lowest of all.
Unsurprisingly, the major online portal sites are the most popular destinations, with Google, Yahoo! and MSN leading the way. But mobile web sites set up by phone operators, such as Vodafone, o2 and T-Mobile, showed strengths in Europe.
Bob Ivins, managing director of comScore Europe, tells us:
“Three-quarters of American mobile Web surfers access content from the leading online portals such as Google, Yahoo! and MSN compared to only thirty percent of Europeans. In Europe, the mobile Internet appears to mirror the dynamics of the fixed Internet. Google remains strong but the other U.S.-based portals achieve much lower penetration, facing stiff competition from local competitors - in this case the mobile providers - who have the structural advantage of a degree of control over the access point and interface from the mobile phone.”