UK leads European mobile media market, study suggests

A study has found the UK was the leading European mobile media market in December, with 46% of mobile users (22.2m) accessing content on their phones.

Findings from ComScore's MobiLens report calculated that 43.6% of US mobile users (102m) consumed mobile media in December, compared with an EU average of 37.2% of users (84.8m). The UK's continued lead has been attributed to the rise in smartphone useage, with the market now accounting for 34% of UK mobile users, compared to 21% 12 months earlier. The development in consumer popularity and programmer access to Android software has led to more users digesting mobile content.

The Google-backed operating system has made a strong claim for smartphone market share alongside Apple's iPhone.

The UK boasts more active post-paid subscribers compared with other European countries where much of the market is made up of pre-paid users. The rise of apps and dedicated mobile media content being produced by media companies has also driven growth.

The report also ranked the most popular mobile sites by category, with search engines, personal email and social networking being the most popular. In November Facebook revealed that 200m of their 500m total users accessed the service using their mobile phone at least once a month, making it the most popular mobile web destination.

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