People in Europe are spending more time on surfing mobile internet than reading newspapers and magazines, European Interactive Advertising Association said.

A fresh study conducted by the EIAA found that as many as 10 million people in the UK spend 6.3 hours per typical week on browsing the mobile internet.

This is compared with 5.3 hours per week reading newspapers and 3.7 hours per week reading magazines

The rise in the use of mobile internet comes largely from the younger generation. Around 43 per cent of 16-24 year olds and 2.6 per cent of 25-34 year olds are already making use of the mobile internet. People

Youngsters in the age group of 16-24 years are spending 6.5 hours per week on mobile internet, while people in the age group of 25-34 years are spending 6.4 hours per week on mobile internet.

Time spent on mobile internet includes activities such as searching, emailing, social networking and watching videos.

The rising use of internet is encouraging marketers to develop and make effective use of multi-media marketing strategies.