Light PC Internet users in the U.S. are 30 percent more likely than heavy PC Internet users to use their mobile devices to access online content, according to a new study from comScore.

In total, 42 million people used their mobile device in October 2008 to access news and information online, an increase of 57 percent from October 2007.

The study found that 15.2 percent of light PC Internet users accessed news and information on their mobile device at least once per week, compared to a lower 11.7 percent of heavy PC Internet users.

comScore defined “heavy” PC Internet users as those who viewed, on average, 6,701 pages in the month, and “light” users as those who viewed, on average, 1,104 pages in the month. Tenty percent of PC Internet users in the cross-media panel were classified as heavy users, and accounted for 43 percent of overall pageviews, while 50 percent were light users and accounted for 18 percent of page views. The balance was classified as medium users.

“The findings affirm that mobile Internet users comprise a substantial segment of the population, and suggest that a significant portion of these people are using mobile to supplement their at-home online media diet,” said Brandon Starkoff, VP/Mobile Activation Director at media agency Starcom USA.

“Understanding these emerging mobile behavior patterns is valuable to marketers looking for opportunities to increase scale and deliver valuable consumer experiences.”

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