Mobile marketing looks set for further growth after a new report showed smartphone adoption in key European markets has climbed by 41 per cent in the 12 months to July.
The study from comScore showed the number of people over 13 using these devices in the UK, France, Germany, Italy and Spain rose from 43 million to 60.8 million over the course of the year.
With a 54.4 per cent market share, Symbian was the dominant smartphone platform in Europe, although use of both Apple's OS and Google's Android system "surged", leaving them with nine per cent and 5.6 per cent of subscribers respectively.
Some analysts have already said the widespread and ongoing adoption of smartphone technology will present "tremendous opportunities" for internet marketing services.
Gordon Borrell of research firm Borrell Associates recently argued that because people tend to carry their mobiles everywhere, targeting ads at these devices can lead to instant engagement with consumers.
According to the company's figures, mobile marketing in the US alone is expected to be worth $57 million (£36 million) a year by 2014.
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