Young people ''embrace new mobile technologies''

Young people in Europe are far more likely to use new mobile phone services than older consumers, a new study has shown.

Research from Jupiter highlights the fact that marketers looking to get involved in mobile advertising should target younger people, as these are the demographic most likely to make use of new mobile technologies.

In fact, the study showed 47 per cent of those aged between 15 and 18 use mobile services - compared to just 17 per cent of people aged between 35 and 44.

Nearly a quarter of the young group use at least two new multimedia services - like live TV, music or games - on their mobiles.

However, the report also found that the young are unwilling to pay for additional services on their mobile - suggesting that advertising could be useful.

"The growing importance of user-generated content, social networking, mobile music and free internet content highlights the need to convince the younger generation to pay for services and to maintain their usage patterns on other services once they grow older," explained Thomas Husson, a senior analyst at JupiterResearch.

Recently, Google announced that it was to start using its AdWords advertising program within Google Mobile Search.
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