40% of Western Europeans use smartphones in a sophisticated manner

A survey of over 25,000 Western European adults found that almost 40 per cent showed sophisticated use of their mobile phones, representing over 130 million customers for firms to engage with.

The study, conducted by Forrester Research, identified six groups of mobile users in Europe. The groups were defined by the extent to which the mobile phone user had adopted data services, the frequency of use of these services, and the level of sophistication of the mobile apps used.

While Forrester labelled 12 per cent of European adults as being 'SuperConnecteds'--accessing the mobile internet at least weekly, the most common group in Europe was the 'Communicators': the 36 per cent of European adults that communicated at least weekly using SMS, MMS, IM, or using personal email on their mobile phone at least monthly.

"The first step in developing or refining your mobile strategy is to analyse the mobile behaviour of your target audience," said Thomas Husson, senior analyst at Forrester. "Keep in mind that these audiences vary dramatically by country, so it is critical to adopt a pragmatic approach and avoid any Pan-European frameworks." Article

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