A recently carried out research has revealed that the leading mobile media market of Europe in December 2010 was the United Kingdom. It found that the country secured the top sport with 46 per cent of its mobile consumers accessing content on their handsets.

Findings from the MobiLens report of ComScore estimated that 43.6 per cent of mobile users in the United States consumed mobile media in 2010 December, in comparisum to a European Union averageof 37.2 per cent of consumers. The continued lead enjoyed by the United Kingdom has been attributed to the surge in the usage of smartphones.

The smartphone market of European Union currently accounts for 34 per cent of mobile consumers from the United Kingdom compared to 21 per cent recorded tweleve months back. It is also understood that access to Android software and a boost in consumer popularity have lead to an increased number of consumers digesting mobile content.

The operating system backed by Google has come up with a strong claim along side the iPhone of Apple for the smartphone market share.

The United Kingdom claims to be having more active subscribers of post paid mobile services compared to the other countries in the European Union, where most of the market compromise of prepaid consumers. The rise of dedicated mobile media a content and applications being spawned by media firms have also contributed in driving growth.

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