Smartphones owned by half of the EU’s mobile users

The latest report from comScore has confirmed that of Europe’s mobile users, 57 per cent own a smartphone of some kind, reports.

Entitled ‘2013 Europe Digital Future in Focus’, the report took into account the three months to December 2012. It found that the typical European owner of a smartphone is aged between 25 – 44 and is male. Mobile owners, as opposed to smartphone owners, are more likely to be female.

Three-quarters of all the mobile phones in the last quarter of 2012 were smartphones, plus just over 19 million of those who own a smartphone made a purchase using their device during this time. The news could prompts brands across the EU to re-assess their mobile marketing strategies.

For example they may need to check the usability of their mobile website, or consider how best to capture click-throughs from any SMS marketing campaigns. As comScore’s Paul Good (the chief advisor of industry relations) said smartphones are “re-defining the media landscape”, it’s more crucial now than ever for brands to be on top of their mobile marketing.

“Advertisers, agencies and media owners need to understand the rising number of multi-platform consumers and the more complex digital ecosystem that has developed over the past years,” he commented, cited by

“Insights about key trends and underlying drivers enable clients to manage their digital investments effectively.”