According to research by Neilsen Mobile, ‘mobile internet has reached a ‘critical mass this year’.

Friday, 11 July 2008

The US is the number one country in the world with 40 million users now surfing via their mobiles, that's 15.6 percent of the entire mobile user base in America. The UK is the second most active country with 12.9 percent of subscribers browsing on the move whilst Italy follows with 11.9 percent.

‘28 percent of mobile internet user’s recall seeing some form of advertising’ in the UK and are 60 percent more likely to interact with advertising than an average user. The audience is largely made up of men, who account for 66 percent.

Portal sites, accessing email accounts and looking up weather in the US are the most popular places to visit when using the net on mobile. ‘Yahoo! Mail had 14 million unique monthly users. These users average 21 visits a month at a self-reported average of 10 minutes per visit, as of May 2008.’

Browsing activity from a mobile only reaches 6.4 domains per month compared to 100 domains visited on average by the PC user in the US. UK mobile users visit on average 5.5 domains per month.

The first generation iPhone is the second most popular mobile for using the internet with 82 percent of users accessing the internet. Early adopters of the iPhone have been classed as ‘uber media consumers’. The second generation model released today has faster net access, inbuilt GPS and supports programs not written by Apple.

The Nokia N70 and N95 are the most popular handsets in Europe whilst in America the Motorola RAZR is the favourite for browsing.

Neilsen Mobile states that ‘publishers, marketers, connection speeds must continue to improve’ for more mobile internet users to adopt the platform, as consumers are used to faster broadband speeds they experience on their PCs.

The incorporation of mobile advertising is another avenue growing infinitely alike to online advertising and should be an ‘important part of your marketing mix’.