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Mobile internet 'posing a challenge to print media'

04 Mar
The use of mobile internet is becoming a popular alternative to traditional print media consumption, according to a new study by the European Interactive Advertising Association (EIAA).

Overall, it showed that 10 million people in the UK access the net through their mobile phones.

Regarding this group, Media Week reports that an average of 6.3 hours per week is spent viewing online services.

This compares with 4.6 hours spent reading newspapers and 3.9 hours for magazines among this group.

Also, 43 per cent of 16 to 24 year olds and one quarter of 25 to 34 year olds were cited as mobile web users.

As such, the EIAA - whose members include AOL Advertising, the BBC and eBay - suggested that a younger audience is increasingly accessing the web through mobile handsets.

Included in the list of web-based activities that formed the basis of the report were social networking, email, instant messaging and video consumption.ADNFCR-2176-ID-19649739-ADNFCR
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