Japanese mobile users are "most connected" to media through their devices, according to a new report comparing the country's market to Europe and the US.

The comScore study found that 75.2 per cent of smartphone subscribers in Japan access a browser, downloaded content or used applications during June.

This compared to 43.7 per cent of those in the US and 38.5 per cent in the UK, Germany, France, Spain and Italy.

Some 59.3 per cent of Japanese subscribers went online during the month, compared to 31.1 per cent in America and 25.8 per cent in the European markets.

Mark Donovan, comScore's senior vice-president of mobile, said the report shows use of mobile media is accelerating across the globe, but there are "dramatic differences" in how it is consumed.

Users of internet marketing services looking to establish themselves in multiple markets therefore need to understand "usage dynamics across geographies" in order to achieve successful campaigns, he added.

The study comes after comScore revealed there were 234 million smartphone subscribers in the US during the three months to August.

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