As big as text messaging is among Americans, it's even more pervasive among Europeans, of whom 82% are texting. Two-thirds of mobile users in the U.S. text message, and 40% in Japan. Europe is also in the lead in playing games on mobile, at 24% compared to 22.5% in the U.S. and 16.3% in Japan.
The comScore study also showed that mobile content use is more evenly balanced in Japan across demographic segments than in the U.S. and Europe, where younger users dominate mobile data activity.
In the U.S., 25- to-34-year-olds were 44% more likely to access mobile media than the average mobile user, while those ages 18 to 24 were 39% more likely to do so. In Europe, 18- to-24-year-olds were the most avid age group -- 54% more likely to be mobile media consumers -- followed by the 25 to 34 segment, at 35%.