Mobile Media Across Europe

The Internet Advertising Bureau Europe has released a white paper on mobile penetration in Europe. From the Introduction and Methodology of Mobile Media: An IAB Europe White Paper:

Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710 million, more than double its 2009 total of €279 million. This report, covering 19 European countries, presents detailed research findings behind these figures. It springs from IAB Europe’s mission to prove the value of the market through research and education.

This report is based on a variety of sources that are the most legitimate to use in each local market and bring the potential, audience and usage of the mobile internet. The objective of this report is to provide local marketers with the most accurate mobile data on each European market. In countries where several sources are available, we chose the most recognised one from the local players. We used one source in countries where there is no other data available.