A recent comScore Inc. study of mobile phone usage patterns showed significant differences among Americans, Europeans, and Japanese.
Mobile users in Japan were shown to be the “most connected” of the three markets, with more than 75 percent using connected media (browsing the web, downloading applications, and transferring files/data) in June, compared to 43.7 percent in the U.S. and 38.5 percent in Europe.
Nearly two-thirds of Japanese users accessed at least the Internet/websites on their phones in June, compared to compared to 34 percent of Americans and just a quarter of Europeans. More than twice as many Japanese also used mobile apps as the other two groups.
But the results were flipped for text messages. Europeans texted the most. More than 81 percent of Europeans sent a text message in June, compared to almost 67 percent of Americans and just 40 percent of Japanese.
About 21 percent of Americans used their phones to access social networking sites and blogs, compared to 17 percent of Japanese and about 15 percent of Europeans.
The Japanese were most likely to capture, send and receive photos (63 percent) and watch live TV and video (22) while Europeans listened to the most music (24.2 percent) and played the most games (24.1 percent).
“Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing number of content options available to consumers,” said Mark Donovan, comScore senior vice president of mobile. “As we look across markets, dramatic differences in mobile media consumption, brand adoption and user behavior become evident. These differences are even more pronounced than they are for PC-based Internet usage due to the complex nature of mobile — including various device capabilities, operating systems and methods of accessing content.”