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Americans Use The Mobile Web For Weather While Europeans Prefer Sports Scores

When it comes to using the mobile Web, Americans prefer to use their smartphones to check the weather while Europeans opt to keep up with sports scores. That's according to the latest mobile Web data from researcher M:Metrics.
When it comes to using the mobile Web, Americans prefer to use their smartphones to check the weather while Europeans opt to keep up with sports scores. That's according to the latest mobile Web data from researcher M:Metrics.Here is a look at M:Metrics' latest findings:


M:Metrics found wide similarities in the browsing behaviors of Europeans and Americans. With the exception of the American penchant for weather and the European zeal for sports information, there are few variances in the type of information sought via mobile, despite the relative maturity of the European market.

It seems gender is a bigger factor than geography in terms of mobile content usage:


Interestingly, the measurement firm found that content appetites are more influenced by gender than geography, with the rankings of browser content consumed being nearly identical among American and European consumers of the same gender.

It's interesting to see these differences between male and female usage patterns. A earlier study from M:Metrics claimed that women, and not men, are the future of mobile content.

This study only covers the U.S. and Europe. I am anxious to see if these patterns hold true in the BRIC markets as well. What do you think? Are these patterns global in nature?