EU smartphone users are news-hungry and want more

By: March 22, 2012
News hungry Europeans News hungry Europeans

News hungry Europeans

comScore’s latest look at smartphone usage in the top five EU countries shows a remarkable jump in overall smartphone growth and people accessing news using such devices.

Nearly 37% of smartphone users surveyed in France, Germany, Italy, Spain and the UK said they accessed news sites via an app or browser in January 2012 – a jump of 74%, year-on-year. The near-daily smartphone news audience showed an even stronger increase of 82% (12.7 million) during the same time period.

The UK has the highest percentage of frequent users, at 46.8%, with France holding second place at 36.9%.

“The continued growth in smartphone adoption in Europe has fuelled the increasing consumption of news and information on-the-go,” said Hesham Al-Jehani, comScore Europe product manager for Mobile. “Today’s mobile consumer wants to be plugged into what’s happening around them every second of the day, and their smartphones are enabling them to do that. This rapidly changing trend brings with it significant incremental opportunity for news publishers to extend their audiences, but also the challenges of delivering their content effectively through the small screen.”