How does age and gender effect European Mobile Internet use?

Financial mobile sites are popular with older users, while entertainment content appeals most to teens, according to a new looking at European mobile Internet use. The study, from comScore, reveals how age and gender impact mobile web destinations and device choices, and how advertisers can benefit. The data revealed that financial services sites, such as those offering banking and stock trading services, are the most popular among European mobile subscribers older than 55, while teenagers are more likely to visit social networking, entertainment and even comic sites on their mobile devices.

Not surprisingly, however, younger users tend to access any Internet content much more frequently than their older counterparts.
The latest numbers from comScore illustrate that older mobile Internet users skew towards practical, utilitarian sites, such as those providing financial services, weather and traffic information.
Younger users, on the other hand, use their mobile phones more to access social network sites and entertainment content.
Categories such as search, weather and news are universally popular, and social networking is the most popular type of content for all subscribers under 35.
For those 35 to 44, search is the most popular activity, while weather is the top site category among those over 55 years of age.
“Mobile offers attractive opportunities for advertisers to target audiences based on the type of content consumed and device owned,” observed Alistair Hill, analyst, comScore. “This targeting ability is extremely valuable for marketers trying to increase their advertising efficiencies in the face of shrinking ad budgets.”
Source: http://www.comscore.com