StealthNET Ltd

People in Europe spend more time using the internet on their mobile than reading newspapers, according to The European Interactive Advertising Association (EIAA).

This may come as good news to businesses looking to increase their mobile marketing investments as companies can now target 71 million Europeans using the technology.

Philip Bates, a senior manager with IT market advice service Analysys Mason, said: "The growing importance of the mobile internet is indisputable."

Mr Bates said that Apple had led the way for consumers, not just business users, to utilise mobile internet and this in turn has led firms to provide applications and marketing for the new audience.

The EIAA report, released last week, showed that 24 per cent of 16 to 24 year-olds use mobile internet, highlighting a key demographic to businesses for marketing and introducing internet micropayments for downloadable applications on smartphones.

However, this report also comes at a time when the EU press portal, Europa has suggested that there should be clearer information or caps on mobile internet charges.