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Older mobile internet users are more likely to visit financial sites, while younger mobile internet users opt for social networks and entertainment sites, according to a report from ComScore Mobile.

Research into the habits of European mobile internet users found the preferred activities of users over the age of 55 were visiting weather sites (4.4%), trading stocks (4.1%) and accessing bank accounts (4%).

Younger mobile internet users were more likely to visit social networks, which was the top activity for 13 to 17-year-olds (15.2%), 18 to 24-year olds (19.5%) and 25 to 34-year-olds (16.5%).

Alistair Hill, analyst at ComScore, said, “Mobile offers attractive opportunities for advertisers to target audiences based on the type of content consumed and device owned. This targeting ability is extremely valuable for marketers trying to increase their advertising efficiencies in the face of shrinking ad budgets.”

The research also looked at the relationship between age and handset ownership, finding that teenage mobile subscribers were more likely to want an LG or Sony Ericsson device, while 18 to 24-year-olds were 80% more likely than the average mobile subscriber to own an iPhone.

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Published 29 April, 2009 by NMA Staff

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