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Mobile Internet Growth Eight Times Greater Than PC-Based Internet Growth
www.nielsen-online.com

The recent explosive growth in mobile internet use in the UK has been driven by cuts in mobile data prices, the availability of flexible flat-rate data tariffs, as well as the increased penetration of 3G handsets and improved speeds on WCDMA/HSDPA networks. As the barriers holding back mobile internet are lifted, the availability of popular online services, such as BBC News, Google Search, BBC Weather and the social networking website Facebook, further encourages the takeup of mobile internet services. Mobile operators and handset vendors also work closely on integrating popular online website, such as Facebook, within mobile handsets to drive mobile internet traffic. With a higher concentration of the younger demographic groups than the fixed-line broadband internet, mobile internet is attracting advertisers keen to reach the young consumers. 

Nielsen Online, a service of The Nielsen Company, today reveals the first insights from the launch of Mobile Media View – how mobile Internet is growing, the age of consumers using it, as well as how the most popular mobile websites perform on the PC-based Internet.

• From Q2 to Q3 2008, the number of Britons using mobile Internet increased by 25% (from 5.8 to 7.3 million) compared to 3% for PC-based Internet (34.3 to 35.3 million Britons)
• The mobile Internet audience has a higher concentration of younger users than PC-based Internet; 25% of mobile Internet consumers are aged 15-24 compared to 16% for PC-based consumers. Whilst, 23% of the PC-based Internet population is 55+, only 12% of the mobile Internet audience is

Kent Ferguson, Nielsen Senior Analyst: “The first insights from the launch of Mobile Media View confirm two things - that when it comes to the Internet, the huge growth is now happening through the mobile platform and that the mobile online audience is younger than its PC-based counterpart. The fact that almost seven and a half million Britons now access the web through their phone shows that mobile Internet is fast becoming a viable way for advertisers and publishers to reach important demographic groups.”

The most popular mobile Internet sites – and how they perform on the PC-based Internet:
 
• Whilst Google Search is the most popular PC-based Internet site, on mobile Internet BBC News is the most popular, being visited by 24% of British mobile Internet consumers (1.7 million people)
• Of the most popular mobile sites, BBC Weather (21% mobile, 17% PC-based) Sky Sports (11% mobile, 8% PC-based) and Gmail (9% mobile, 7% PC-based) have greater reach on mobile Internet than they do on the PC-based Internet
• Of the most popular mobile sites, Google Search (23% mobile, 79% PC-based) and eBay (13% mobile, 43% PC-based) have the greatest reach differential between mobile and PC-based Internet

Ferguson concludes, “It’s interesting to see that BBC Weather, Sky Sports and Gmail are amongst the few sites that have a greater reach on the mobile Internet than the PC-based Internet. This highlights the advantage of mobile when it comes to immediacy; people often need fast, instant access to weather or sports news and mobile can obviously satisfy this, wherever they are.” The fact that the most weather, sports, news and email sites make up the majority of leading mobile sites show that mobile Internet is mainly about functionality and need at the moment as opposed to the more entertainment and ecommerce-focused makeup of the leading PC-based sites.”

Source: http://www.nielsen-online.com/pr/pr_081124_uk.pdf