A recent study by the European Interactive Advertising Association (EIAA) has found that browsing the mobile web is more popular than reading newspapers or magazines.

The study found that on average 71 million Europeans use the internet on their mobile each week – for an average time of almost one hour every day.

EIAA’s Mediascope Europe study across 15 European markets highlights how consumers are extending the ways in which they enjoy and engage with the internet and its growing influence on everyday lives.

The findings indicate a growing public awareness of the mobile internet - there are now more people who are aware that they can use the Internet on their mobile device than not (48% vs 47%).