Way back in 2009, accessing the internet through a mobile phone was still the preserve of an elite group of early adopters in the UK. According to primary research carried out as part of SMG’s Emerging Spaces flagship study, just 16% of UK adults were regularly interacting with the mobile web. However, a massive 73% of those typically young, upmarket, males agreed that everyone would be accessing the internet via their mobile phone in the not too distant future.
Throughout the study we spoke to almost 1000 regular mobile internet users. We explored existing behaviours and habits to uncover how the mobile web was being used already, before looking into opinions towards the future opportunity spaces for brand communications in this area.
Half way through 2010, as the battle between Google’s Android and Apple’s iPhone is hotting up, and apps such as Foursquare and Gowalla are the new kids on the mobile block, this report still contains a strong background into the fundamentals of the mobile web.
Click below to see a summary of the report— please contact us if you’d like to see more information about our findings.