The Mobile Marketing Association said that its annual Global Mobile Attitude and Usage study, carried out by Synovate, showed that the two most used features on a mobile phone handset are the camera, which is used by 75%, followed by texting, used by 68%.
The research, based on people living in the UK, France, Italy, Spain, Germany and Ireland, showed that one in five people use their phones to access the internet and those who do tend to use it between three and eight times as week.
It also showed that a third of respondents said they were interested in mobile marketing, with coupons or status alerts for discounts among the most popular opportunities.
Beth Ritchey, vice-president of technology and telecoms at Synovate, said: "Marketers in all Western European markets will achieve the greatest success by providing consumers opportunities that result in clear personal benefits, such as opting in for mobile coupons or sale alerts.
"This year's Mobile Attitude and Usage Study in Western Europe provides further insight into mobile phone users' behaviors and trends that will help marketers shape their strategies for the coming year."
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