Light PC internet users 'more likely to access mobile content'

Light PC internet users are 30 per cent more likely to access the web via a mobile device than heavy users, according to new data published by comScore.

The study found that while 11.7 per cent of heavy PC internet users - those who viewed an average of 6,701 pages in a month - accessed information and news at least once a week on their mobile device, the figure rose to 15.2 per cent among light PC users - those who viewed a monthly average of 1,104 pages.

It also indicated that 58 per cent of mobile users are males between the ages of 18 and 44, comScore said.

According to Brandon Starkoff, vice-president and mobile activation director at Starcom USA, it is important for marketers to understand emerging mobile behaviour patterns and target their campaigns accordingly.

He said: "The findings affirm that mobile internet users comprise a substantial segment of the population, and suggest that a significant portion of these people are using mobile to supplement their at-home online media diet."

According to ABI Research, seven in ten mobile users in the US accessed a mobile search engine last year.

This news story was brought to you by Bluhalo, a leading UK digital agency.