【ThenewstudyshowsthatwespendmoretimeusingthemobileInternetthanreadingnewspapersormagazines．AccordingtotheEuropeanInteractiveAdvertisingAssociation（ELAA），theaverageEuropeanspends4.8hoursreadingnewspapersandmagaz】

　　The new study shows that we spend more time using the mobile Internet than reading newspapers or magazines．According to the European Interactive Advertising Association （ELAA），the average European spends 4.8hours reading newspapers and magazines but 1.6hours more using the mobile Internet a week．

　　The EIAA questioned 15，000people in 15European countries，looking at how people are using the Internet and its influence on their everyday lives．It has found that the mobile Internet is increasingly finding its way into the public awareness．Over 71million Europeans now have Internet access on their mobiles phones．In the UK，10million people now access the Internet through their mobile phones and spend 6.3hours doing so in a week．

　　Unsurprisingly younger generations in the UK are leading the way，with nearly half of the country's 16-to-24-year-olds and a quarter of 25-to-34-year-olds using the mobile Internet，spending 6.5and 6.2hours online each week．

　　Entertainment plays a major role in our mobile Internet lives，with one in five British people using their phones for online games，a third listening to the online radio and 39percent watching films，TV or other videos at least once a week．One third of those using an Internet phone said they received videos，images or other multimedia on their mobile，and 61percent said they passed on contents they received．

　　From a communication point of view，80percent of those questioned agreed that the Internet had made it easier for them to stay in touch with friends and family．

　　Alison Fennah，director of the EIAA，said the mobile Internet use had come to the point that marketers should be looking to develop strategies that connect with consumers more effectively．"Better devices as well as improved consumer motivation that start coming together in 2011can make a great difference to extending the online experience．"Fennah said．

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