BuzzCity’s figures also show that the UK is the top European market for ads served with 5m unique monthly users and Blackberry users now accounting for 69% of clicks. Although the company did note that Blackberry’s share of the market was in decline, with iOS devices in the ascendency.The annual survey of interactions on BuzzCity’s network demonstrated that mobile ad impressions increased 139% year on year with over seven markets, including the UK, now serving a billion ads each year.

BuzzCity also noted that female mobile internet users now account for 30% of all its UK audience. A further breakdown of BuzzCity’s UK usage is featured in the charts below.

The figures also indicated that mobile internet usage and mobile commerce is becoming more commonplace among audiences aged 35-plus. While the majority of mobile internet users on Buzz City’s network are still males aged below 35 years old, those aged 35 and over now account for 15% of all users.

The statistics also revealed that audiences over 35 years old take part in more m-commerce activity than their younger peers. BuzzCity’s analytics revealed that over 35s made 19% of travel-related purchases and 23% of grocery purchases in the final six months of 2011.

Dr KF Lai, CEO of BuzzCity, noted that while services such as mobile internet and payments were on the rise, more education was needed if such activity were to enter the mainstream.

“Users are not currently aware of the services out there,” he said. “When they do come across such services, these simple processes are presented in a very confusing way. Banks and retailers will need to provide their customers with clear and unambiguous assurances about security.”