A new study claims that light wired Internet users are 30 percent more likely than heavy wired Internet users to use their mobile devices to access Internet content.

The study, from comScore Inc., found that 15.2 percent of light wired Internet users checked news and information on their mobile devices at least once a week, compared to 11.7 percent of heavy wired Internet users.

"What we see in this data is evidence of something that is probably intuitive to those who have been around the mobile space for a while, namely, that the PC is not always the center of the universe when it comes to connecting to the cloud of data, content and experience that the Internet makes possible," said Mark Donovan, senior vice president of mobile and senior analyst at comScore, Seattle.

"The core finding here -- that light PC Web users are 30 percent more likely to use the mobile Internet than heavy PC users -- makes sense when you view how many people have watched their lives, whether by choice or the requirement of a job, become more mobile," he said.

"Some folks simply aren't at their desk or in their den connected to the Internet. They are out and about, and are increasingly relying on their phone to help and entertain them."

All told, comScore estimates that 42 million consumers used their mobile device in October to access news and information content on the Internet -- an increase of 57 percent from the year-ago period.

Heavy reading
ComScore defines heavy wired Internet users as those who have viewed 6,701 pages in the month, on average. Light wired Internet users are those who have viewed 1,104 pages in the month, on average.

One-fifth of the wired Internet users in the cross-media panel were classified as heavy users, accounting for 43 percent of overall page views. Fifty percent were light users accounting for 18 percent of page views. The rest were counted as medium users.

The comScore study showed that 58 percent of mobile Internet users are male and ages 18-44.

Indicative of this demographic skew, heavy mobile Internet users show a high engagement with Web sites offering information on active lifestyles, including regional and local content, entertainment and sports information.

By contrast, light mobile Internet users are heavier users of the wired Internet, engaging with content such as education, conversational media, travel, business and finance, and retail.

Such data will affect mobile marketing, mobile content consumption and mobile commerce.

"This is good news for mobile marketers because for the first time we have empirical evidence that demonstrates to advertisers that not all audiences are going to be reached through an interactive buy on the PC Web -- mobile needs to be part of that equation and part of the marketing mix," Mr. Donovan said.

ComScore conducted the study using a sample of individuals who are members of the market researcher's PC panel of online users. They also participate in comScore's monthly mobile survey.

The findings reflect digital media usage for the three-month average ending October.

"These findings don't change the essence of good marketing, which starts with understanding the targets you're trying to reach and then figuring out compelling ways to reach them," Mr. Donovan said.

"What this does say to marketers is [that] mobile needs to be understood as a different and complementary channel that if used effectively can increase the reach of campaigns," he said.