Mobile Web Users in Western Europe to Double by 2015

If you still are not looking at mobile advertising, here is another great reason to bring it up in the companies next marketing meeting.

And they’re willing to interact with brands on their phones

Around the world, smartphone adoption is the trend, and with it, greater mobile internet usage. The EU-5 is no exception, and eMarketer expects the number of mobile web users in the UK, France, Germany, Italy and Spain to double between 2010 and 2015.

This year, more than 58 million residents of the EU-5 will use the mobile internet at least monthly, according to eMarketer estimates. That will represent less than a quarter of the population.

“Greater use of browsers and apps, in addition to the already widespread use of text messaging, mean enhanced opportunities for marketers to engage customers at every stage of the purchase process, from building awareness all the way through to after-sales service and customer relationship management,” said eMarketer principal analyst Noah Elkin, author of the new report, “Western Europe Mobile: Trends, Case Studies and Best Practices.”

Mobile Internet Users and Penetration in the EU-5, 2009-2015 (millions and % of mobile phone users)

Further good news for marketers is that Europeans are already fairly warm to mobile marketing efforts.

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