5 Percent Of Broadband Users Use Mobile Internet—Survey
- Posted by James Quintana Pearce
- Mon 19 Mar 2007 08:24 PM
Research firm Media Screen has released a report (Netpop
| Pocket) measuring the rate at which general broadband users use the
mobile internet. “Broadband users represent an important audience to
track as they have historically driven innovation of online
applications by being the first to adopt and embrace new services on
the Internet,” says Jean Durall, Media-Screen’s director of research
services. It may also be that broadband users spend more time on their
computer than the general population, reducing the need to access the
internet via mobile. Although more than 60 percent of broadband users
currently own an internet-enabled mobile phone, only five percent use
the mobile internet. Over 50 percent of respondents to the survey (of
4,000 broadband users in the US in July last year) said that the mobile
internet does not “fit with their lifestyle”, a response Media Screen
puts down to a marketing emphasis on youthful MySpace users and
executive roadwarriors.
Those users perform an average of 3.3 online activities on their mobile device versus 13.4 activities on their laptop/desktop.
The main activities were:
Sending email 47 percent
Playing games 27 percent
Read the news 16 percent
Watch TV programs 13 percent
The survey showed that 58 percent of respondents had an
internet-enabled mobile device but didn’t use it to go online. Pricing
and packaging issues are also noted as holding back take-up.