Entertainment-themed websites are the most popular with mobile Internet users in the growing Brazil, Russia, India and China (BRIC) mobile markets, says a new research report from The Nielsen company.

Entertainment, gaming, and music websites rank among the top 5 categories visited in all four BRIC countries. Unlike the mature markets like America and Europe, where information and news draws the most mobile Internet browsing. In the US, entertainment, music, and games place eighth, ninth, and tenth respectively.

“In the US and Europe, broad access to media and entertainment has been available for decades through a large fixed distribution infrastructure, and more recently in specialised devices like iPods, to meet consumer’s entertainment needs,” said Jeff Herrmann, vice president of mobile media at Nielsen.

“Users in the growing Brazil, Russia, India, and China markets haven’t had the benefit of broad-based content distribution thereby limiting their exposure, and are filling the service gap by embracing mobile’s transition into a personal entertainment platform,” he adds.

The research also reveals that mobile Internet continues to gain traction worldwide. More than 11 per cent of Russian mobile users have accessed the Internet on their mobile device, trailing only the US, UK and Italy. At 6.8 per cent, China’s mobile Internet penetration is on par with Germany’s, and although Brazil and India trail the rest of the pack, penetration in the two countries is an important first step towards wider adoption.

“Mobile fills an important access gap in nations where Internet access is not always readily available in homes and schools. The data comes from the Mobile Media Marketplace report released by Nielsen. Nielsen now measures mobile behavior in BRIC countries to provide a consistent global view of mobile market development and the growth of mobile media consumption,” said Herrmann.