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Mobile Marketing Association and unveil the first Mobile Internet Consumer Report for Europe

Report focusses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption patterns


London, November 12, 2013 –, award winning mobile advertising exchange, today released The Mobile Internet Consumer- Europe 2013 report, developed in association with The Mobile Marketing Association (MMA). The report demystifies the evolving Mobile Internet user in Europe and provides insight into the mobile internet usage across six countries namely, France, Germany, Italy, Russia, Spain and UK.

The report aims to provide media planners, advertisers and brand custodians with in-depth Mobile Internet audience insights, to enhance their reach to the right target audience across Europe.  According to the report, the Mobile Internet user in Europe is economically stronger, seeks location based services and loves downloading mobile content. Some of the key highlights include:

Demographic Profile

  • Half of the mobile internet users in Europe belong to 18 to 35 years age group
  • 6 out of 10 mobile internet users in Europe are men and 2/3rd of the mobile internet users in Europe belong to earning class
  • Mobile Internet users are economically stronger, with a high penetration of consumer durables, connected devices and automobiles

Consumption Habits

  • Besides browsing, email and chat, mobile internet users love downloading mobile content
  • Mobile internet users enjoy receiving mobile content (56%) and locating services nearby (42%) through mobile ads. Relevant and location based advertising will provide higher engagement in this region


Commenting on the release of the report at the MMA EMEA Forum 2013 in London, Paul Berney, CMO & MD EMEA, MMA, said, “Today it is imperative for advertisers, to understand their consumers’ preferences, preempt their needs and target them as efficiently as possible.  Equipped with such insights, brands can improve the relevance of their messaging and enrich consumers’ brand-experience. We are delighted to partner with to provide brands and marketers with such pertinent insights via the Mobile Internet Consumer 2013 report. We are positive this will help brands optimize their mobile media spends.”


Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy,, said, “As pioneers in mobile marketing, is dedicated to developing the industry and evangelizing it as an effective marketing tool. Our collaborative research with MMA, the apex body of mobile marketing in the world, is testimony to these efforts. This Mobile Internet Consumer report is a ready reckoner and will provide succinct data to reveal rich insights. This will enable marketers to know, understand and target their audience more fittingly by formulating tighter mobile strategies.”


The Mobile Internet Consumer report produced by MMA and is based on a primary survey of over 3000 mobile web and app users. The two-week long survey was conducted in – October 2013. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe. A copy of the full report, can be downloaded at



About Mobile Marketing Association

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit
About is an Award Winning Mobile Advertising Exchange focused on Emerging Markets that maximises value of mobile media for advertisers, developers, publishers and telecom operators. Powered by award winning AudiencePro™ and AppWrapper™ platforms, has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s “One Click” SDK integration for App Developers continue to empower the mobile ecosystem. The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, was founded in January 2010.

For media enquiries, please contact:

Vserv.mobiRachita VaidPhone: +91 22 29275746/82Email: Mobile Marketing Association (MMA)Liberty CommunicationsRebecca Carnie / Pippa EllisPhone: +44 (0) 207 751 4444Email:

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