Thursday, September 23, 2010

28% of European Mobile Consumers plan to use the Mobile Internet Once a Week or More in Next Year

MMA-Lightspeed Research Study Reveals Strong Consumer Preference To Visit Free Mobile Internet Sites, Demonstrating Major Opportunity for Advertisers

The Mobile Marketing Association (MMA) ( and research partner, Lightspeed Research (, today released results of the latest UK, French and German Mobile Consumer Briefing reports on mobile Internet usage. The research shows high interest in mobile websites, with an average of 28% of European mobile consumers expecting to access websites once a week or more using their mobile phone over the next year. British mobile consumers emerged as the most likely to use the mobile Internet regularly, with 36% stating their intentions to do so over the next 12 months, followed by Germany at 27% and France at 20%.

Free access to websites on the mobile Internet emerged as a major driver for usage, with 56% of consumers in France and the UK, and 35% in Germany, stating that they would be very unlikely to use websites which charged them a fee. Fast loading times of websites to the mobile device and simple viewing and navigation were also key amongst French, German and British mobile consumers, with relevant and useful content whilst on the move also featuring highly for Germans.

Other key findings included:

•News, weather, social networking and mobile search were cited as the sites mobile consumers were most likely to access over the coming year, with maps and directions being the most desired content in the UK and France, and headlines in Germany.
•On average, 30% of mobile consumers (30% UK, 25% France and 36% Germany) were willing to receive alerts from websites of interest on their mobile phone, with 38% preferring these to be via SMS rather than email.
•Mobile search engines emerged as the most popular means of accessing websites on the mobile handset in all three countries, followed by bookmarking in the UK and France, and alerts and notifications in Germany.
“The survey results have shown that there is a clear and growing market opportunity for the mobile Internet,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “The high usage of the mobile device for accessing websites is opening up as a key channel for advertisers. To make the most of this opportunity, site owners and developers need to ensure their websites are well-designed for mobile, user-friendly and easily discoverable using mobile search engines.”

“With almost a third of mobile users intending to use the mobile Internet in 2011, it is becoming a very attractive medium for brands and advertisers to engage with consumers,” stated Ralph Risk, Lightspeed Research Marketing Director EMEA. “Understanding how their customers use the mobile Internet is key to designing effective and interesting content.”o