The latest report by Nielsen Mobile, Critical Mass - The Worldwide State of the Mobile Web, provides insight into today's mobile internet usage behaviour. Coming out of the report's statistical analysis, it states that "Mobile internet reached a critical mass this year, offering a large and diverse enough base of users to support large-scale mobile marketing efforts".
Globally, 16% of the US population browse the internet via a mobile handset, closely followed by the UK (13%) and Italy (12%). Nielsen found that 82% of iPhone owners access mobile internet, "making them five times as likely to do so as the average mobile consumer".
The report says that "PC internet users visit more than 100 domains per month, on average", however, 'mobile internet' users (in the UK) visited on average only 5.5 select websites per month...oh, to be on that precious '5.5' list.
The user profile of the iPhone owner has evolved over time. The first generation iPhone aligned itself with the lifestyle and psychological profile of early adopters:
- For 'Lifestyle seekers' it was new, shiny, latest 'to-be-seen-with' phone;
- 'Apple supporters' purchased the phone for its aesthetic appeal;
- 'Techies' purchased the phone to access the web and the widgets.
However, O2 then slashed the cost of the iPhone by £100 that opened up mass availability to wider audiences bringing the product into the mainstream.
The just released second generation iPhone comes with 3G, allowing faster access to the web. This can only support the growth of mobile internet usage that opens up opportunities for web marketing trends, whose target audience's contact point is the mobile phone. As the report says "Mobile internet users are 60% more likely to be open to mobile advertising than the average mobile data user".
RELATED LINKS:
Download full report: Critical Mass - The Worldwide State of the Mobile Web (PDF 1.5MB)
Cx3 blog entry: Mobile barcodes - the future of mobile channel communication?
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