UK youth lead Europe in mobile web use

LG: mobile brand's spoof soap opera 'The Young and The Connected'
LG: mobile brand's spoof soap opera 'The Young and The Connected'

A fifth of young people in the UK browse the internet using their mobile phones, but trail the US and China, according to new figures from Nielsen.

The research compared young people's smartphone use in eight countries - India, Russia, China, Germany, US, UK, Spain and Italy.

With 20% of young people aged 15-24 using the internet from a mobile phone, the UK leads the rest of Europe in this area.

Italy leads in smartphone penetration, with 47% owning a smartphone in Italy, compared to 36% in the UK.

Smartphone use was adopted more widely by men in every country except the US, where 55% of young smartphone users were women.

In all territories, price was a key consideration when choosing a handset.

Chinese (84%) and American (83%) youth lead in using 'advanced data' - mobile internet, ringtone downloads, game downloads, email and so on, compared to 68% in the UK.

Nielsen also surveyed the marketing spend and strategy of UK mobile operators.

T-Mobile has focused on using press, TV and outdoor.  O2 concentrated on press and TV, while Orange allocated the biggest share of its budget to cinema.

Virgin Media took another tack, focusing almost all its budget on direct mail and doordrops.

UK ad spend by mobile phone operators Nov 2009 - Oct 2010

  1. T-Mobile - £40.4m
  2. O2 - £40m
  3. Orange - £40m
  4. Vodafone - £33.2m
  5. Hutchinson 3G - £20.2m
  6. Tesco Mobile - £9m
  7. Virgin Media - £5.8m
  8. Carphone Warehouse - £5.1m
  9. Virgin Mobile - £4.3m
  10. Lycamobile - £1.2m

O2 and Orange plan to launch location-based marketing and payment services this summer, and the trend seems to point to ever-greater time spent on the web using mobile devices, if the products dominating the recent Consumer Electronics Show in Las Vegas are a good guide.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers