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Mumbai, Aug. 14

Entertainment-themed Web sites are driving mobile Internet growth in India and other developing countries such as Brazil, Russia and China. According to a new report from the Netherlands-based Nielsen Company, entertainment, gaming and music Web sites rank among the top five categories visited in all four BRIC countries, but do not have a place among the top US and Europe rankings. “Users in the growing BRIC markets have not had the benefit of broad- based content di stribution thereby limiting their exposure and are filling the service gap by embracing the mobile’s transition into a personal entertainment platform,” said Mr Jeff Hermann, Vice-President of mobile media at Nielsen. The development and uptake of mobile data service is expected to have a positive impact on economies such as Brazil, Russia, India and China, added Mr Hermann. India, currently, has one of the lowest mobile penetrations among the developing countries. According to Nielsen, the penetration is just 1.8 per cent.China on the other hand has a mobile penetration of 6.8 per cent.

— Our Bureau

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