Mobile Media Usage Sees Strong Growth Across EU5

In October 2011, 76 percent of smartphone owners in the EU5 were mobile media users, meaning that they browsed the mobile web, accessed applications, or downloaded content. The impressive 62 percent growth in the total number of mobile media users in the past year is largely attributable to the acceleration in smartphone adoption, 3G/4G network quality, and the increasing ubiquity of aggressively priced data plans, all of which facilitate the consumption of mobile media. Amongst the five European countries analysed, Germany stands out with the fastest growth rate of 89 percent while the UK had the largest audience with 20.4 million mobile media users via smartphones.