Entertainment Drives Mobile Internet Growth in BRIC Countries
Research from Nielsen Mobile, shared with the MMA Messenger, shows that entertainment-themed websites are the most popular with mobile Internet users in the growing Brazil, Russia, India and China )BRIC) mobile markets. This stands in stark contrast with the American and European markets, where information and news draw the most mobile Internet browsers.
According to a new report out from Nielsen, entertainment, gaming, and music websites rank among the top 5 categories visited in all four BRIC countries, but do not have a place among the top US and Europe rankings.
Email, weather, news, and search are the top categories for both American and European mobile Internet users; in the US, entertainment, music, and games place eighth, ninth, and tenth respectively. The findings suggest that mobile Internet users across BRIC countries are more reliant on mobile phones for entertainment content, while users across the United States and Europe view their devices as a resource for information.
The research also reveals that mobile Internet continues to gain traction worldwide. More than 11% of Russian mobile users have accessed the Internet on their mobile device, trailing only the US, UK and Italy. At 6.8%, China’s mobile Internet penetration is on par with Germany’s, and although Brazil and India trail the rest of the pack, penetration in the two countries is an important first step towards wider adoption.
“Mobile fills an important access gap in nations where Internet access is not always readily available in homes and schools,” said Herrmann. “The development and uptake of mobile data services will have a tremendous positive impact on economies like Brazil, Russia, India and China.”
The Mobile Media Marketplace reports are available from Nielsen today. For more information, contact Jeff Herrmann, VP Mobile Media, at [email protected]
“Mobile fills an important access gap in nations where Internet access is not always readily available in homes and schools,” said Herrmann. “The development and uptake of mobile data services will have a tremendous positive impact on economies like Brazil, Russia, India and China.”
The Mobile Media Marketplace reports are available from Nielsen today. For more information, contact Jeff Herrmann, VP Mobile Media, at [email protected]
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