Overall, 10 million people in the UK browse the mobile internet in a typical week, according to the European Interactive Advertising Association.
These people are spending 6.3 hours a week using mobile internet compared to 4.6 hours a week reading newspapers and 3.9 hours a week reading magazines.
Activity counting towards time spent on the mobile internet includes email, search, social networks, instant messaging and watching video, but not making phone calls.
Research across 15 European countries shows the younger generation of early adopters are largely driving the increase in mobile internet consumption with 43% of 16- to 24-year-olds and one quarter of 25- to 34-year-olds already using it.
This trend of increased consumer reach and time spent online looks set to continue with improving internet coverage, speeds and services.
The report by the European Interactive Advertising Association (EIAA) advises marketers to recognise how consumers are increasingly engaging with the internet across a range of touch points at more times throughout the day, and should therefore use the insight to develop effective multi-media marketing strategies.
The EIAA surveyed 15,000 people, of whom 2,100 had mobile internet.
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