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European consumers are now spending more time using mobile broadband services each week than they do reading newspapers, it has been reported.

According to the European Interactive Advertising Association, digital mobility is continuing to improve among consumers across the continent, with 121 million mobile connections now in existence.

While people spend an average of 4.8 hours per week reading the paper, 6.4 hours is the mean time spent using mobile broadband.

The organisation reports that 71 million Europeans use mobile broadband every week, with the 16-24 age group in particular driving demand.

Commenting on the report, Philip Bates, Senior Manager with Analysys Mason, said consumers are increasingly aware of the benefits mobile services can offer them.

He commented: "Whether you look at it from the perspective of device sales or network usage, the growing importance of the mobile internet is indisputable.

"Dongles have been heavily promoted by European mobile operators as an alternative to fixed broadband and have sold in significant numbers."

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