Mobile media use 'far more prevalent' in Japan than Europe 

European mobile users are less likely to access social networking or blog sites using their mobile than Japanese and American handset owners, according to new research.
 
Around 14 per cent of mobile users in the UK, France and other European countries over the age of 13 admitted to using their phone to access blogs and social media, compared to 17 per cent and 21 per cent in Japan and the US respectively, comScore research shows.
 
This will undoubtedly make interesting reading for internet consultants leading mobile website promotion campaigns on a global scale.
 
Japanese mobile users were the most likely to use connected media on their handset, with 59.3 per cent using a browser and 42.3 per cent using an application.
 
Far fewer users in the US (42.7 per cent) and Europe (38.5 per cent) used their handset for connected media.
 
In the UK, online mobile video has proved particularly popular, another recent comScore survey has suggested.
 
The poll indicated that the UK has the highest number of online mobile video smartphone viewers in Europe, as a proportion of its national population.
 
In this latest comparative research, the 18 to 24-year-old age group were by far the most prolific demographic to access mobile media in Europe, compared to other age groups.
 
Interestingly, the comScore study revealed that this trend is reflected in neither the US, nor Japan. Americans aged between 25 and 34 years-old were the most likely to access mobile media using their handset. Meanwhile, there was no obviously dominant age group within the range of 13-44 years-old when it came to usage in Japan.
 
This suggests that the US and Europe mobile markets are lagging in terms of penetration across demographics, which could be significant for managed pay per click advertising.
 
Commenting on the findings, comScore senior vice-president of mobile Mark Donovan explained: "Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing number of content options available to consumers.
 
"As we look across markets, dramatic differences in mobile media consumption, brand adoption and user behaviour become evident."
 
Living Streams "Improving clients' profitability through better use of the internet".
 
http://www.comscore.com/Press_Events/Press_Releases/2010/10/comScore_Release_First_Comparative_Report_on_Mobile_Usage_in_Japan_United_States_and_Europe