The new study shows that we spend more time using the mobile Internet to read newspapers and magazines or do some other things. According to the Interactive Advertising Bureau（IAB），the average European spends 4.8 hours reading newspapers and magazines but 1.6 hours more using the mobile Internet per week.

The IAB questioned 15,000 people in 15 European countries, looking at how people were using the Internet and its influence on their everyday lives. It found that the mobile Internet is increasingly finding its way into the public awareness. Over 71 million Europeans now have Internet access on their mobile phones. In the UK, 10 million people now access the Internet through their mobile phones and spend 6.3 hours doing so per week averagely.

Unsurprisingly, young generations in the UK are leading the way, with nearly half of the country's 16-to 24-year-olds and a quarter of 25-to 34-year-olds using the Internet, spending 6.5 and 6.2 hours online each week.

Entertainment plays a main role in our mobile Internet lives，with one in five British people using their phones for online games，a third listening to the online radio and 39 percent watching films，TV or other videos at least once a week. One third of those using an Internet phone said they received videos，images or other multimedia on their mobile，and 61percent said they passed on the contents they had received.

From a communication point of view，80 percent of those questioned agreed that the Internet had made it easier for them to stay in touch with friends and family.

Alison Fennah，director of the IAB，said the use of the mobile Internet had come to the point that marketers should be looking to strategies（策略）that connect them with consumers more effectively. "Better tools as well as improved consumer motivation that start coming together in 2011 can make a great difference to extending the online experience，" Fennah said.