The most popular time to graze on entertainment content on your mobile phone is Friday night at 11pm.

The next most popular time is midnight and then 10pm suggesting that nocturnal downtime is taken up with gossip grazing and glamour model downloads, according to the latest insights from the Mediacells Leadership in Mobile initiative.

The mobile market insight company analysed over 3 million entertainment-themed page impressions from the UK's top mobile ents-themed sites and has come to the conclusion that the audience for this type of thing is presently a male, laddish demographic, likely to be surfing adult-ish content at the end of a Friday in the pub.

Brad Rees, CEO, of Mediacells comments:

"It's fascinating how device types change depending on the kinds of content that is being accessed. In the entertainment bracket, for example, Sony Ericsson Cybershot and Walkman devices are king. From our audience propensity (TM) work around the likely owners of popular devices in the UK market, the likely consumers of mobile entertainment content in the UK is a male aged 16 -24, he's high end prepay, maybe moving to his first contract. Statement features like Bluetooth, Megapixels, MP3 players and Form and Shape very important, too. They attach a lot of importance to image and status as a way of being accepted by their peers while at the same time holding on to traditional values. Loaded readers, basically."